AI can help create a brand but keeping one is a different job.

Generation got cheap. a palette, imagery, a whole system. thousands of brands are about to launch looking great and then drift into looking like each other

The valuable work moved downstream with consistency over years, evolution with logic, new elements without losing the essence. there's no prompt for time.

That's good news for us designers though because custody is much more valuable now

Good point about AI. 👍👍

Healthcare tech is where good design goes to die.

I think we're all tired of sterile blue, stock photos of smiling doctors, acronyms stacked on acronyms. The category trains you to expect cold and forgettable.

MTI was a chance to do the opposite.

MTI makes lung function testing that works anywhere, in a clinic or at home, without a lab. It's serious, FDA-cleared clinical technology. But the real idea underneath it isn't the device, it's access. A future where a high-quality respiratory test isn't limited by setting, staff, or infrastructure, where anyone, anywhere can get the assessment they need. The brand had to carry that promise, not just look like a medical product.

So we built the identity around breath as the universal thing everyone shares. The brand represent the respiratory cycle. A loop that we all forget we're doing, but that without it we won't be able to live. The color moves through soft violet light instead of hospital blue, calm and premium and warm.

The hardest part was the imagery. We wanted to actually show a healthy breath: particles gathering into the shape of lungs, then dispersing on the exhale, alive instead of antiseptic. We generated it with Midjourney, and the real work wasn't making one beautiful frame, it was making dozens that felt like the same world. Consistency is where most AI imagery falls apart. We built a tight visual language for it, the same particle density, the same light, the same violet, the same sense of motion, so every image reads as one lung breathing across the whole system rather than a folder of pretty one-offs. That control is the difference between AI as a gimmick and AI as a real production tool.

Then we made it speak plainly. No jargon fatigue, no acronym soup. Clinical rigor, said like a human, so a serious platform still feels like something built for people, not institutions.

The result is a healthcare brand that feels less like equipment and more like access. Something that makes care feel closer.

really beautiful