Pointellis Brand Development
Pointellis needed branding that embodied its optimistic, human-centered solution. Discover how we created something that captures its human-centered message.
My Role
Lead Art Director
- Logo design
- Design system development
CHALLENGE
Develop an impactful visual identity and brand expression for Pointellis, a new blockchain solution powered by EY that enables the tracking and delivery of individualized cell and gene therapies. We developed the strategy and created a full visual branding system built around the belief that delivery of care should be safe, timely and as personalized as the treatments themselves.
RESULT
The logo mark — a lens encompassing a pointer — visually articulates their story of safe, timely tracking of personalized patient care. The color palette, typography and image suite were carefully selected to reflect optimism and hope. Color and shape were purposefully considered to weave the brand’s message throughout the marketing materials.
Design system development and guidelines
