AUTana brand identity
Created a new brand identity for a phaco machine used for cataract surgery that offers a new level of automation and stability for the surgeons. The goal was to reflect the new simpler, sleeker, and more modern design of the machine.
mood board
It all begins with a mood board. This captures the essence of inspiration that guided the creative process. I created an identity that resembled the curves and shape of the machine, and a color palette that felt familiar to the on-screen features.
The client was drawn to visual elements that felt like “next generation technology” and modern/sleek industrial design. I also didn’t want our identity to feel too “machine”-like and cold. I realize this was ultimately created to help humans see, so I didn’t want to lose any warmth and humanity either.
