An identity that holds up in a hospital or lab setting.

BeaconDx builds diagnostic tests for complex chronic diseases, led by Dr. Robyn Schlicher (famed bioengineer and one of the inaugural PhDs from Georgia Tech and Emory). Their platform, MENSA, reads a patient's immune system to give doctors a clear answer where there usually isn't one.

They hired me first for a website. It had to explain hard science to two readers at once: clinicians who want proof, and patients who want hope. We shipped a Webflow site that did both, and it beat Verily, Google's own health company, on Google's Lighthouse performance scores.

Months later they came back. The site worked, but the brand under it wasn't ready for the rooms BeaconDx was walking into. The logo set the company name with a lowercase "b." On screen it read friendly. On a hospital partnership deck or a research submission, it read too casual for a company asking scientists to take it seriously

I drew the wordmark in two ways, one humanist and one geometric. The geometric version was bolder and had more accentuated shape forms. I recommended the humanist version, because its letterforms sat better with the icon they already owned, and because readability beats flashy when a clinician is the one reading it. Robyn and her team agreed.

From there I built the full system: a Pantone-matched palette, a type system in Radio Canada picked to stay legible in dense medical documents and journal submissions, logo lockups, business cards, lab IDs, signage, and merch. The last piece was a media kit folder the team could send to a hospital or to Nature and have it explain the company without anyone on the call.