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Arcensus Diagnostics
Design Specialists around the Globe.
We are in the world of the visionary medical sector, startup mode, with buzzwords like "investor rounds" flying around. The Hochburg task force – made up of an interdisciplinary team of design specialists from Amsterdam, New York, Zurich, Berlin, and Stuttgart – was activated to go full speed, to ensure the first investors would be convinced by Arcensus. High pressure for Hochburg, no problem for us. Spoiler 1: It worked. Spoiler 2: From workshop to the first setup (branding, UX/UI, character design, website launch, etc.) it took just three weeks. Getting up at zero six hundred is a state of mind.
Arcensus was founded by industry heavyweights Arndt Rolfs and Michael Schlenk and is set to offer genetic diagnostics for everyone in the future – easy, accessible, and ideally available everywhere. The background: Sometimes (different) doctors treat a patient for years, drawing false conclusions and initiating incorrect treatments, without knowing that it’s actually about a genetic disposition. Arcensus wants to make recovery significantly easier for patients through its new genetic diagnostics tool and a connected international network of specialists.
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That’s all admittedly very abstract, seemingly very distant, and precisely for that reason it requires a sharp yet approachable corporate design to convey the thoroughly positive drive of the new company. Our fundamental approach—to wrap Arcensus in a visual DNA—aims to humanize the (complex) topic in a tangible and relatable way.
At the end of the discovery process, the central element was a symbiotic brand logo composed of a stylized genetic fingerprint and a sweet elephant, the Arcensus mascot, named Archie. Together with the color scheme, typography, and image production developed in parallel, this forms the basis for all further design icons across the entire Arcensus corporate identity.