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
COMPLETE BRAND TRANSFORMATION
redesigned logo, color palette, typography, and systemized visual language
ENABLED GROWTH
supported Acutis' expansion from 80 to over 200 employees over 5 years
35% INCREASE IN CLIENT-PATIENT ENGAGEMENT
driven by high-impact marketing campaigns for the launch
of new diagnostic tests
END-TO-END CAMPAIGN DESIGN
from strategy to execution, building visuals that enhance visibility
and conversion
CUSTOM VISUAL IDENTITY SYSTEMS
developed for each test, strengthening brand equity and aiding product growth
ENHANCED SALES STRATEGY
impactful visuals on social media boost engagement and
align seamlessly with business goals
STREAMLINED COMMUNICATION
created scalable assets for print, digital, and B2B materials used
by internal teams and leadership
▬
redesigned logo, color palette, typography, and systemized visual language
ENABLED GROWTH
supported Acutis' expansion from 80 to over 200 employees over 5 years
35% INCREASE IN CLIENT-PATIENT ENGAGEMENT
driven by high-impact marketing campaigns for the launch
of new diagnostic tests
END-TO-END CAMPAIGN DESIGN
from strategy to execution, building visuals that enhance visibility
and conversion
CUSTOM VISUAL IDENTITY SYSTEMS
developed for each test, strengthening brand equity and aiding product growth
ENHANCED SALES STRATEGY
impactful visuals on social media boost engagement and
align seamlessly with business goals
STREAMLINED COMMUNICATION
created scalable assets for print, digital, and B2B materials used
by internal teams and leadership
▬
❝ 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
Concept: A refined and modern logo conveying precision, trust, and innovation in diagnostics.
Typography & Style: A clean, sans-serif typeface with a bold yet minimal design.
The macron accent adds uniqueness and emphasis.
Color Palette: Deep teal for reliability and expertise, contrasted with vibrant deep rose red for innovation
and distinction. I used to convey energy, modernity, and confidence, highlighting a bold, eye-catching focal point.
Typography & Style: A clean, sans-serif typeface with a bold yet minimal design.
The macron accent adds uniqueness and emphasis.
Color Palette: Deep teal for reliability and expertise, contrasted with vibrant deep rose red for innovation
and distinction. I used to convey energy, modernity, and confidence, highlighting a bold, eye-catching focal point.
Visual Identity Kit
Colors & Typography
Colors & Typography
Concept Breakdown
Bringing Precision to Life
Bringing Precision to Life
The goal of these visuals centers on clarity, trust, and human impact.
They combine clinical imagery with a calm teal palette to reflect diagnostic precision, while red/pink highlights draw attention to key messages.
DNA-inspired graphics reinforce the lab’s expertise; real lab professionals humanize the brand.
The result is a cohesive identity that unifies digital and print communication under one clear, confident system.
They combine clinical imagery with a calm teal palette to reflect diagnostic precision, while red/pink highlights draw attention to key messages.
DNA-inspired graphics reinforce the lab’s expertise; real lab professionals humanize the brand.
The result is a cohesive identity that unifies digital and print communication under one clear, confident system.
A clear Vision of Precision and Care
The purpose of the visual centers on clarity, trust, and human impact.
They combine clinical imagery with a calm teal palette to reflect diagnostic precision, while pink highlights draw attention to key messages.
DNA-inspired graphics reinforce the lab’s expertise; real lab professionals humanize the brand.
The result is a cohesive identity that unifies digital and print communication under one clear, confident system.
They combine clinical imagery with a calm teal palette to reflect diagnostic precision, while pink highlights draw attention to key messages.
DNA-inspired graphics reinforce the lab’s expertise; real lab professionals humanize the brand.
The result is a cohesive identity that unifies digital and print communication under one clear, confident system.
Iconography and Imagery
New Language Expansion for Scientific Accuracy
New Language Expansion for Scientific Accuracy
This second phase of the visual identity extends the Acutis brand system by introducing a consistent set of custom icons, clinical infographics, and realistic 3D renderings of bacteria and pathogens.
These elements work together to simplify complex scientific concepts and clarify the benefits of Acutis’ diagnostic tests.
Each image and layout support specific service lines, UTI, STI, toxicology, and resistance gene detection, while maintaining a unified, clean aesthetic that reflects precision, reliability, and innovation in the field of medical science.
These elements work together to simplify complex scientific concepts and clarify the benefits of Acutis’ diagnostic tests.
Each image and layout support specific service lines, UTI, STI, toxicology, and resistance gene detection, while maintaining a unified, clean aesthetic that reflects precision, reliability, and innovation in the field of medical science.
Online Presence
Designing Trust in Testing
Designing Trust in Testing
The concept focuses on precision and trust. It communicates the science-backed capabilities of Acutis Reveal™ through clean iconography, an intuitive layout, and a clinical color palette:
- Using teal and soft gradients evokes calm and professionalism, while custom pictograms categorize test types clearly
(COVID-19, UTI, STI, Clinical Toxicology).
- Overlaying molecular structures and subtle DNA motifs reinforce innovation in PCR-based diagnostics.
- Photography highlights lab expertise and non-invasive testing, positioning Acutis as a reliable partner in patient care.
This system simplifies complex information and drives user confidence through consistency across digital & print materials.
- Using teal and soft gradients evokes calm and professionalism, while custom pictograms categorize test types clearly
(COVID-19, UTI, STI, Clinical Toxicology).
- Overlaying molecular structures and subtle DNA motifs reinforce innovation in PCR-based diagnostics.
- Photography highlights lab expertise and non-invasive testing, positioning Acutis as a reliable partner in patient care.
This system simplifies complex information and drives user confidence through consistency across digital & print materials.
Digital Assets
Confidence Through Scientific Storytelling
Confidence Through Scientific Storytelling
The social media post designs for Acutis Diagnostics blend scientific accuracy with engaging visuals
to educate, inform, and build trust:
- Each post is tailored to communicate complex health topics, such as antimicrobial resistance, vaccine rollout,
or drug screening, with clarity and visual consistency.
- Integrating data visualization, typographic hierarchy, and custom iconography makes the content accessible
while elevating the brand's authority.
- The design language uses the Acutis color system to unify the message across platforms.
- Dynamic compositions encourage interaction and reflect the urgency and precision of the brand’s healthcare mission.
to educate, inform, and build trust:
- Each post is tailored to communicate complex health topics, such as antimicrobial resistance, vaccine rollout,
or drug screening, with clarity and visual consistency.
- Integrating data visualization, typographic hierarchy, and custom iconography makes the content accessible
while elevating the brand's authority.
- The design language uses the Acutis color system to unify the message across platforms.
- Dynamic compositions encourage interaction and reflect the urgency and precision of the brand’s healthcare mission.
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?
