BRAND
identity
for a medical
IoT startup
A science-backed visual system turned LungPass from a promising gadget into a fund-ready
medical-IoT brand that investors, doctors and parents immediately trust.
Why did LungPass call us?
Five clashing logos and no clear story blurred
trust with parents, COPD patients, and
doctors. Investors hesitated.
Key design decisions
Iconic glyph
Lungs + ON-button = “switch on lung health”
Gradient palette
Green (health/care) → blue (tech/expertise); seven accent swatches for UI status
Friendly typography
Google fonts to cut licensing friction for partners.
Modular grid
Same 8-pt baseline across web, app and box print.
Fonts chosen for trust and clarity
Raleway delivers clinical
precision in UI.
Montserrat keeps marketing
warm and readable.
Both are free to license, so
partners adopt them instantly.
Typography
Font selection meant meeting two criteria — it had to align visually with the brand tone — be both professional and friendly on the one hand, and on the other — be convenient to work with by the client’s developers and partners — that meant using fonts, open for public use
Gradient that signals care and expertise
Calming medical-green tested best with parents; tech-blue reassures clinicians.
Together they scale across paediatric, chronic, and pro use-cases.
Colors
The palette selection was based on the same brand attributes — care, benefit, expertise. Having analysed various color palettes for competitors, medical and tech companies, we settled with green and blue and after some consideration selected a rich green gradient as the main color, supplemented by a number of additional colors that can be used in color coding and as accent colors
Deliverables shipped
Full logo set (light/dark, mark-only, word-mark)
32-icon medical pack and illustration style guide
Packaging dieline and CE-label template
Marketing site hero and UI components
Investor pitch-deck in Google Slides
Proven impact
€835 k seed round closed three months post-rebrand.
“Best HealthTech Pitch” grant, Vilnius 2020.
DocSend shows +24 % deck-reading time (50 investors, Q1 2021).
Unified assets cut dev hand-offs to one sprint for the new e-commerce site
