A national clinical toxicology laboratory was losing ground to better-branded competitors despite having the stronger science. I led a full rebrand across the logo, identity system, HCP campaigns, paid social, and print. Brand recognition rose 50%, physician test orders rose 29%, and the clinical sales team's sales cycle shortened by 22%.
CLIENT ▸ Acutis Diagnostics, Hicksville, NY, USA
YEAR ▸ 2018 - 2026
AREA ▸ Clinical Diagnostics — Toxicology
AUDIENCE ▸ Ordering Physician, Lab Director
SCOPE ▸ Full rebrand, identity system, sales enablement
SCALE ▸ 21 templates, 36 month engagement
ROLE ▸ Brand Lead
TEAM ▸ Led 4: 1 designer, 1 copywriter, 1 WordPress developer, 1 videographer, alongside the client's creative director
PROCESS ▸ Category and competitor audit → positioning → identity system → sales enablement and rollout
YEAR ▸ 2018 - 2026
AREA ▸ Clinical Diagnostics — Toxicology
AUDIENCE ▸ Ordering Physician, Lab Director
SCOPE ▸ Full rebrand, identity system, sales enablement
SCALE ▸ 21 templates, 36 month engagement
ROLE ▸ Brand Lead
TEAM ▸ Led 4: 1 designer, 1 copywriter, 1 WordPress developer, 1 videographer, alongside the client's creative director
PROCESS ▸ Category and competitor audit → positioning → identity system → sales enablement and rollout
The Challenge
Modernize a toxicology laboratory brand without losing clinical trust
Clarify positioning in a crowded, commoditized diagnostic market
Build a system capable of supporting sales, compliance, and digital expansion
Modernize a toxicology laboratory brand without losing clinical trust
Clarify positioning in a crowded, commoditized diagnostic market
Build a system capable of supporting sales, compliance, and digital expansion
Strategic Approach
Shift the narrative from service provider to clinical partner
Define a disciplined visual architecture grounded in precision and hierarchy
Develop a scalable identity system aligned with regulatory and healthcare standards
Shift the narrative from service provider to clinical partner
Define a disciplined visual architecture grounded in precision and hierarchy
Develop a scalable identity system aligned with regulatory and healthcare standards
Creative Solution
A refined, high-contrast visual identity signaling scientific rigor
Structured typography and grid systems designed for clarity and authority
A modular brand language adaptable across digital, print, and sales materials
A refined, high-contrast visual identity signaling scientific rigor
Structured typography and grid systems designed for clarity and authority
A modular brand language adaptable across digital, print, and sales materials
Scope & System
Full visual identity redesign (logo, typography, color system)
Brand architecture and messaging alignment
Website and digital interface refinement
Sales collateral, presentation templates, and lab materials
Implementation rules to ensure long-term consistency
Full visual identity redesign (logo, typography, color system)
Brand architecture and messaging alignment
Website and digital interface refinement
Sales collateral, presentation templates, and lab materials
Implementation rules to ensure long-term consistency
Deliverables
+ Logo and identity system
+ Brand guidelines
+ Website visual system
+ Sales and marketing collateral
+ Implementation-ready assets
+ Logo and identity system
+ Brand guidelines
+ Website visual system
+ Sales and marketing collateral
+ Implementation-ready assets
Role & Leadership
Brand Design Lead, from positioning through rollout.
Led a copywriter across the rebrand, so the verbal and visual systems were built together rather than one retrofitted to the other.
The argument I had to hold: a lab with better science does not win by explaining the science harder. It wins by looking like the more credible choice in the three seconds a physician spends deciding.
Brand Design Lead, from positioning through rollout.
Led a copywriter across the rebrand, so the verbal and visual systems were built together rather than one retrofitted to the other.
The argument I had to hold: a lab with better science does not win by explaining the science harder. It wins by looking like the more credible choice in the three seconds a physician spends deciding.
On The Work
In toxicology, trust is non-negotiable.
Rebranding is not cosmetic; it is strategic positioning.
This project shows how a disciplined identity system can shift perception from commodity testing to clinical authority, reinforcing provider confidence and supporting long-term commercial growth.
In toxicology, trust is non-negotiable.
Rebranding is not cosmetic; it is strategic positioning.
This project shows how a disciplined identity system can shift perception from commodity testing to clinical authority, reinforcing provider confidence and supporting long-term commercial growth.
Previous logo (2016)
Rebranded identity (2018 & 2023)
The logo was redesigned as a precise, modern mark, structured to reflect scientific rigor while remaining scalable across digital, clinical, and commercial applications.
❝ 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.❞
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.❞
⊢
Jibreel Sarij
CEO
Acutis Diagnostics
Jibreel Sarij
CEO
Acutis Diagnostics
Google Display Campaign
Substance Use and Addiction in the USA
Substance Use and Addiction in the 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?
