CLIENT ▸ Acutis Diagnostics, Hicksville, NY, USA
ROLE ▸ Brand Design Lead (Contract) → Managing team of 3 → Partnering with a copywriter
SCOPE ▸ Re-Branding Identity, Print & Digital assets, Google Ad Campaigns
PROCESS ▸ Led cross-functional brand audit → workshop → visual identity system → rollout guidelines
ROLE ▸ Brand Design Lead (Contract) → Managing team of 3 → Partnering with a copywriter
SCOPE ▸ Re-Branding Identity, Print & Digital assets, Google Ad Campaigns
PROCESS ▸ Led cross-functional brand audit → workshop → visual identity system → rollout guidelines
The Challenge
Acutis Diagnostics needed a modernized brand identity to clearly differentiate its toxicology services in a highly regulated, competitive healthcare market.
The existing visual language lacked clarity, consistency, and authority, making it difficult to communicate expertise, innovation, and trust to hospital, government, and institutional partners.
The goal was to elevate perception, improve clarity across touchpoints, and support scalable growth across marketing, sales, and performance channels.
The existing visual language lacked clarity, consistency, and authority, making it difficult to communicate expertise, innovation, and trust to hospital, government, and institutional partners.
The goal was to elevate perception, improve clarity across touchpoints, and support scalable growth across marketing, sales, and performance channels.
Role & Leadership
As Brand Design Lead, I owned the visual strategy and creative direction of the rebrand, partnering closely with executive leadership, marketing, and cross-functional stakeholders. I led the work from early positioning through system design and rollout, ensuring the brand could perform consistently across campaign, digital, and institutional environments.
Strategic Approach
• Led a competitive and visual audit across diagnostics, healthcare, and adjacent categories
• Defined a refined brand positioning balancing clinical authority with modern,
confident differentiation
• Designed a modular identity system (typography, color, layout logic) built for both performance
marketing and long-term brand equity
• Established design standards to support rapid asset production while maintaining brand integrity
confident differentiation
• Designed a modular identity system (typography, color, layout logic) built for both performance
marketing and long-term brand equity
• Established design standards to support rapid asset production while maintaining brand integrity
Creative Solution
The resulting identity system positioned Acutis as a modern, precision-driven leader in toxicology testing.
The visual language emphasized clarity, speed, and trust, designed to resonate with healthcare professionals, institutional partners, and regulatory-conscious audiences, while remaining flexible for ongoing campaign execution.
The visual language emphasized clarity, speed, and trust, designed to resonate with healthcare professionals, institutional partners, and regulatory-conscious audiences, while remaining flexible for ongoing campaign execution.
Impact & Performances
• Supported national marketing initiatives, including digital and performance campaigns
• Contributed to improved brand consistency and recognition across web, sales, and paid media
• Enabled faster campaign deployment and reduced friction in asset production through
a scalable design system
• Helped drive stronger engagement and qualified lead activity from healthcare
and institutional audiences
• Contributed to improved brand consistency and recognition across web, sales, and paid media
• Enabled faster campaign deployment and reduced friction in asset production through
a scalable design system
• Helped drive stronger engagement and qualified lead activity from healthcare
and institutional audiences
Deliverables
+ Brand identity and visual system
+ Campaign and performance marketing assets
+ Digital and print collateral
+ Brand usage guidelines and templates
+ Campaign and performance marketing assets
+ Digital and print collateral
+ Brand usage guidelines and templates
Key Results For Acutis Diagnostics
Led a complete brand transformation,
establishing a cohesive identity system that unified logo, typography, color, and visual language across the organization
Supported Acutis’ growth from ~80 to 200+ employees
over five years
providing a scalable brand framework that enabled consistency across teams, products, and communications
Drove a 35% increase in client–patient engagement
supporting the launch of new diagnostic tests through clearer positioning, stronger visual hierarchy, and campaign-led execution
Built modular identity systems for individual diagnostic tests,
strengthening product differentiation while maintaining master brand integrity
▬
establishing a cohesive identity system that unified logo, typography, color, and visual language across the organization
Supported Acutis’ growth from ~80 to 200+ employees
over five years
providing a scalable brand framework that enabled consistency across teams, products, and communications
Drove a 35% increase in client–patient engagement
supporting the launch of new diagnostic tests through clearer positioning, stronger visual hierarchy, and campaign-led execution
Built modular identity systems for individual diagnostic tests,
strengthening product differentiation while maintaining master brand integrity
▬
❝ Philippe brought a rare blend of clarity, creativity,
and professionalism to our visual identity.
His ability to quickly grasp our complex diagnostic work and translate it into compelling design made him a true partner in our communication efforts and sales conversions.❞
and professionalism to our visual identity.
His ability to quickly grasp our complex diagnostic work and translate it into compelling design made him a true partner in our communication efforts and sales conversions.❞
Previous logo (2016)
Rebranded identity (2018 & 2023)
Logo Redesign
Precision and Innovation
Precision and Innovation
Scope & System
As Brand Design Lead, I led the development of a cohesive brand system optimized for diagnostic and clinical contexts, where clarity, trust, and consistency are critical.
The system was designed to scale across products and communications while supporting accurate interpretation, regulatory sensitivity, and long-term brand governance. Emphasis was placed on creating a framework that internal teams could deploy confidently across scientific, clinical, and commercial environments.
The system was designed to scale across products and communications while supporting accurate interpretation, regulatory sensitivity, and long-term brand governance. Emphasis was placed on creating a framework that internal teams could deploy confidently across scientific, clinical, and commercial environments.
Google Display Campaign
Substance Use and Addiction in USA
Substance Use and Addiction in USA
Designed to support national outreach around substance use and addiction in the U.S., this Google Display campaign positioned Acutis Diagnostics as a category leader in advanced toxicology testing.
I led the creative strategy and visual system across multiple ad variations, optimized for clarity, differentiation, and conversion. The campaign emphasized faster turnaround times, expanded drug detection capabilities, and clinical expertise,
driving qualified traffic and supporting measurable increases in engagement and lead inquiries from healthcare
and institutional audiences.
I led the creative strategy and visual system across multiple ad variations, optimized for clarity, differentiation, and conversion. The campaign emphasized faster turnaround times, expanded drug detection capabilities, and clinical expertise,
driving qualified traffic and supporting measurable increases in engagement and lead inquiries from healthcare
and institutional audiences.
Need to build trust & clarity
in a regulated, science-driven industry?
in a regulated, science-driven industry?
