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Designed a complete brand identity for a modern café and bakery, including logo design, color palette, typography, business card, social media posts, and branding mockups. The visual identity was created to reflect a warm, premium, and memorable customer experience.
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Most healthcare branding reaches for the same visual shorthand: a cross, a heartbeat line, a shade of clinical blue. ClinScale needed something else. It's a platform built around turning clinical expertise into a real business, and the identity had to carry that idea instead of borrowing from medicine.
So the system starts with a single unit. One shape, precise and self contained. Add another, and they connect. Add more, and they form a structure. That's not a metaphor added after the fact, it's how the whole graphic system works, because the belief behind ClinScale is that growth only holds up if there's structure underneath it.
Deep neutral tones and metallic dimension carry the rest: enough weight to read as serious, without ever tipping into the coldness healthcare branding usually settles for.
Project made in collaboration with Nathalia Ultramar
Really like how the visual system actually comes from the idea behind the brand. It feels much more intentional than just using the usual healthcare symbols.
I did the Art Direction for one, and AI did the other.
AI wanted to give 'Bold' a symbol while I wanted to give it a meaning!
Only one survives, and your vote pulls the string!
48 voted
75%
16 voted
25%
64 votes
Closed
I hope the one I 'Cant ignore' is the one you did because it has an intent and feel AI can never generate. Love it
*fingers crossed*
FOCU — Artisan Calabrian Gelato
FOCU is an artisan gelato brand rooted in the flavors and memory of Diamante, Calabria. Each jar carries a piece of the southern coast — bitter bergamot, sharp citrus, dark wild fig — translated into a bold, unapologetic visual identity. The name comes from the Calabrian dialect word for “fire” and “heat”: a deliberate choice to create a powerful contrast with the cold nature of gelato, sparking curiosity and surprise in the consumer.
The Design System: The brand system pairs a groovy pop aesthetic with a monochromatic color logic: one flavor, one color, one jar. Boogaloo typography, dripping cream shapes, and a deep magenta lid unify the three flavors of the line into a coherent family that feels artisanal.
Designed as a fictional brand for the Affinity “Fake Brand Real Craft” contest 2026.
the dripping cream shape on the jar is my favorite part