I started with Dr. BBT’s values, mission, personal input, existing identity, competitor research, and visual references, then used that work to establish a few distinct directions to explore.

I developed three identity concepts, looking at different approaches to typography, monograms, hierarchy, and overall tone. The concepts gave us something concrete to respond to and refine rather than trying to arrive at the final identity in one step.

The selected direction became a restrained system built around refined typography, a custom BBT monogram, deep navy, and warm neutrals. The simplicity was intentional, the identity needed enough character to stand apart while still working quietly across patient materials, stationery, print, and other practice touchpoints.

Even with a smaller scope, the process gave the identity a clear foundation and enough of a system to extend beyond the logo itself.

Work completed during my time at Lifted Logic. I was responsible for the design and execution, with feedback from the team throughout. Applications shown are conceptual mockups.