CLIENT / Acutis Diagnostics, Hicksville, NY, USA
Project Overview
Acutis, a leader in clinical toxicology, is dedicated to advancing science through innovation and forward-thinking strategies.
Founded in 2016, the company sought to strengthen its presence in the U.S. market with a complete rebrand.
In 2018, we developed a new logotype and visual identity to reflect Acutis’ evolving vision and ambitions.
Founded in 2016, the company sought to strengthen its presence in the U.S. market with a complete rebrand.
In 2018, we developed a new logotype and visual identity to reflect Acutis’ evolving vision and ambitions.
Rebranding Approach
In collaboration with copywriter Robert Sawyer, we brought simplicity, accuracy, and sharpness into
Acutis's identity by redesigning the logotype and all the mediums used by sales teams, following the codes of the pharmaceutical industry, and incorporating the notion of the future and high-tech into the visuals.
Acutis's identity by redesigning the logotype and all the mediums used by sales teams, following the codes of the pharmaceutical industry, and incorporating the notion of the future and high-tech into the visuals.
Design Solution
The goal was to align the brand with its evolving vision and position it as a forward-thinking leader in its field:
- The refreshed logo, color palette, and typography introduced a more modern, dynamic image that
resonates with existing and potential clients.
- We updated all print materials—business cards, letterheads, and brochures to elevate
Acutis's professional image and ensure consistency across touchpoints.
- The redesigned website created a more engaging, user-friendly experience, reflecting updated messaging
and visual identity.
- This comprehensive overhaul enhanced online visibility and strengthened communication
with the audience, resulting in increased engagement and a more impactful brand presence.
- The refreshed logo, color palette, and typography introduced a more modern, dynamic image that
resonates with existing and potential clients.
- We updated all print materials—business cards, letterheads, and brochures to elevate
Acutis's professional image and ensure consistency across touchpoints.
- The redesigned website created a more engaging, user-friendly experience, reflecting updated messaging
and visual identity.
- This comprehensive overhaul enhanced online visibility and strengthened communication
with the audience, resulting in increased engagement and a more impactful brand presence.
Previous logo
Rebranded identity
LOGO REDESIGN: 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 focal point is bold and eye-catching.
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 focal point is bold and eye-catching.
Visual Identity Kit: Colors & Typography
Concept Breakdown 1: 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.
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.
Concept Breakdown 1: 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.
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.
Concept Breakdown 2: 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 medical science.
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 medical science.
Concept Breakdown 3: 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 and print materials.
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 and print materials.
digital assets: 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.
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.
