Defining the Master Brand: Lumoslabs, the parent company behind Lumosity, Mind, and Figment, faced a unique architectural hurdle: it needed its own distinct identity. The goal was to create a "Parent DNA" that paid homage to the established equity of its consumer apps while carving out a credible, clinical space for its latest frontier: ADHD digital medicine. We had to design a system that felt like a cohesive family, where scientific rigor and human creativity could finally speak the same language.    

Synthesising the DNA: Beginning with a cross-functional audit, I mapped the visual commonalities between Lumosity, Mind and Figment.

The strategy was to build a Modular Design Language, ensuring every asset felt like a branch of the same tree. Standardising iconography and illustration style, created a bridge between scientific data and human intuition.

Unified Intelligence: The outcome is a future-proof visual ecosystem that positions Lumoslabs as both a scientific authority and a lifestyle companion.

A Sovereign Identity: A parent brand that commands its own space while supporting a diverse product portfolio.

Clinical Warmth: A visual language that meets the strict requirements of digital medicine without losing the "delight" of the consumer experience.

Operational Scalability: A robust toolkit of icons and illustrations that allows for seamless integration across web, mobile, and emerging therapeutic platforms.

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Client: Lumos Labs

Design & Illustration: Bo Virkelyst Jensen

Scope: Illustration System, Iconography, Infographics, Visual Strategy.

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