Brand Identity for Prosthetics Startup
Shadi El Asaad
Brand Designer
Brand Strategist
Adobe Photoshop
Figma
Horus Prosthetics
Objective
HORUS, a Berlin-based company specializing in prosthetic leg development for the Peruvian market, approached me to create a comprehensive branding system that would embody their commitment to innovation, inclusivity, and social integration. The project aimed to position HORUS as a leader in accessible prosthetic technology while inspiring trust and empathy among its diverse audiences.
Approach
To capture HORUS's vision, I developed a brand identity rooted in movement, innovation, and community. I began by defining the brand’s mission—"facilitating inclusive mobility and creating opportunities for amputees in developing countries"—and translated this ethos into a cohesive visual language.
Logo System
I designed a dynamic primary logo with vibrant, versatile elements that reflected HORUS’s personality and mission. A simplified secondary logo and a sub-mark logo complemented the system for flexibility across mediums.
Primary Logo - Color
Logo Mark
Primary Logo - B&W
Typography and Color Palette
I chose the Lemon Milk and Geometria typefaces to balance modernity and approachability. A vibrant color palette, combining shades like Blue Jeans, Paradise Pink, and Mountain Meadow, visually reinforced the brand’s optimistic and innovative spirit.
Typography
Color Palette
Brand Pattern and Photography Direction
I created a brand pattern inspired by the logo’s graphic elements and colors, ensuring consistency across packaging and promotional materials. For photography, I emphasized natural, story-driven images showcasing movement and authentic human connection, aligning with HORUS’s inclusive messaging.
Brand Pattern
Photography Direction
Social Media and Storytelling
Leveraging the brand’s design elements, I developed a clean and compelling social media strategy. Content focused on the stories of amputees, behind-the-scenes innovation, and community impact, fostering a sense of empathy and belonging.
Results
The branding successfully positioned HORUS as a transformative force in prosthetic development and social integration. The visual identity’s bold and inclusive design resonated deeply with both target audiences: individuals seeking advanced prosthetics and supporters passionate about social causes.
HORUS now stands as not just a brand but a movement for positive change, empowering amputees and inspiring broader community engagement.
