Fetroja needed a global identity system that could translate a complex scientific story into clear, ownable brand meaning—built for HCP credibility, regulatory constraints, and real-world rollout across markets. The goal: a cohesive, instantly recognizable visual language (logo, iconography, typography, color, and layout rules) that could flex from packaging and brand guidelines to sales materials and digital touchpoints—without losing consistency or trust.
Result
A unified, scalable identity system that improved recognition across markets and enabled consistent execution across packaging, brand collateral, and launch materials.
A unified, scalable identity system that improved recognition across markets and enabled consistent execution across packaging, brand collateral, and launch materials.
My Role
Creative Direction + hands-on design leadership.
Creative Direction + hands-on design leadership.
Highlights
- Led brand strategy-to-design translation: naming rationale, narrative framing, and core visual principles
- Led brand strategy-to-design translation: naming rationale, narrative framing, and core visual principles
- Designed the primary mark + “horse” icon motif system and usage rules (lockups, crops, clear space)
- Built a global stylebook with modular templates for teams to scale consistently
- Developed typography, color palette, layout grid, and image system calibrated for HCP clarity + compliance
- Extended the system into packaging, presentations, and field-ready assets for multi-market rollout
Deliverables
Global Brand Stylebook (governance + rules), Primary logo suite + lockups (global + regional use)
Signature icon system (horse mark + motif usage rules), Color palette + accessibility guidance (print + digital specs) Typography system + hierarchy rules, Grid + layout templates for core communication types
Deliverables
Global Brand Stylebook (governance + rules), Primary logo suite + lockups (global + regional use)
Signature icon system (horse mark + motif usage rules), Color palette + accessibility guidance (print + digital specs) Typography system + hierarchy rules, Grid + layout templates for core communication types
