Tandem - Branding & Art Direction

Case: We are a company that researches new ways to be healthy by combining AI with an easy-to-use interface. Our main product is a device that you you can use at home and implements years of scientific discovery. Our target audience is Millennials & Generation X. We want to convey a sense of comfort while at the same time being gentle.

Sketching: I wanted to create a modern initial for “Tandem.” But halfway through, it started looking like something deeper—a question mark. Then one small rotation, and suddenly it looked like a person mid-jump. That’s when I knew—this design means more than just branding.