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branding | webdesign | webdevelopment
Pharos Labs revolutionizes medical writing with
"collaido", an AI tool that streamlines workflows, improving precision and saving healthcare professionals time.
CLIENT
Pharos Labs GmbH
SERVICES
Brand Strategy, Brand-Identity, User Experience, Webdesign, Webdevelopment
TIMELINE
2024
COLLABORATORS
Florian Woeste, Pia Cuk, Julia Perkhofer
THE CHALLENGE
When brilliant minds meet cutting-edge technology, great things happen. The team at Pharos Labs developed the AI tool "Collaido," designed to help healthcare professionals and medical writers work faster, more effectively, and with greater precision.
But how do you introduce such an innovative tool to a target audience that is relatively older, more traditional, and perhaps not fully comfortable with new technologies? That’s where we stepped in to shape the Pharos Labs brand — making it approachable, trustworthy, medically grounded, and undeniably innovative.
The Pharos Labs logo embodies the synergy between human expertise and advanced technology, highlighting the potential for extraordinary outcomes when the two collaborate effectively.
The stylized pen symbolizes the human element—our skilled medical writers—while the star-like shape, formed by the rotation of multiple pens, represents the AI’s transformative contribution, creating something truly magical. The brand colors and gradient were then added to give the logo a dynamic, "in-progress" feel, reflecting the continuous generation and evolution of ideas.
Secondly, we designed the logo for the sub-brand “Collaido,” the AI tool "powered by Pharos Labs." Our goal was to create a logo that emerged naturally from the main brand while maintaining its own distinct character.
The name, pronounced “koleido,” evokes the imagery of a kaleidoscope, symbolizing its multifaceted nature and diversity. Interestingly, we discovered a serendipitous connection: the mathematical form of a kaleidoscope is already present within the Pharos Labs logo. When rotated, it even resembles the letter “C” for “Collaido.”
To further tie it to the parent brand, we incorporated the same gradient, ensuring a cohesive and unified visual identity.
The Pharos Labs color palette of Vital Coral, Amethyst, and Serenity reflects innovation, trust, and a connection to the medical field. Vital Coral brings energy, Amethyst fosters trust, and Serenity offers calm—creating a harmonious balance that embodies the tool's groundbreaking yet approachable nature of Pharos Labs.
Tiempos Text, a modern serif with a nostalgic, documentarian character, was chosen to resonate with the target group while conveying professionalism, trust, and innovation—ideal for headlines.
Object Sans, with its clean, geometric design, ensures precision and clarity, enhancing readability across digital and print formats.
With the help of AI, we quickly reveal what the human eye or perception cannot detect—uncovering hidden patterns and connections within vast amounts of data, composed of individual pieces of information. By visualizing this data in subtle color gradients, we make it both tangible and comprehensible for the human eye.
Inspired by the notoriously indecipherable handwriting of doctors (no offense!), we created brushstroke elements designed to emphasize key information with a touch of character and authenticity.
Documentary photography helps Pharos Labs strike the perfect balance between tradition and modernity by showcasing the real benefits and the human side of the technology. It makes progress visible without losing sight of the human element, fostering a deeper emotional connection with the target audience.
And just like this, the new Pharos Labs brand was born.
The guidelines for the new Pharos Labs and Collaido brand are documented in a comprehensive digital style guide, ensuring consistency and ease of use for everyone.
For a startup, a clear and compelling pitch deck is essential. With the new brand identity, Pharos Labs’ pitch deck is not only polished and visually appealing but also effectively simplifies a complex topic.
credits
Naming COllaido
Julia Perkhofer
UX & UI
Dmitrij Beschel
& Olga Poljakowa
Photography
Mareike Harder
Animation
Anzhelika Serdiuk
pharos labs team
Florian Woeste, Pia Cuk
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