Cyclopure

BRAND IDENTITY | 2020

DETAILS

This is the exploration for a purification technology company with a visionary mindset— a startup that’s starting a movement toward cleaner, safer drinking water for all. Their team of scientists and activists are proud to help adapt affordable, in home filtration solutions using their innovative, eco-friendly water purification solution DEXSORB®.

Working directly with the creative director, strategy and data teams, I was responsible for exploring three flexible brand identity systems for Cyclopure's complete rebrand.

TEAM

Creative Director: Jen Dorman

Logo Design: Rafael Botti

Strategy: Jan Prosemans, Tess Maurici

Agency: Mabbly

PROCESS

The first concept weaves a human-first tech perspective with a scientific lens and brings warmth and friendliness in an approachable, simplistic way. This direction is being carried out into Cyclopure's complete rebrand -- to be updated.

Shown on the right, the second concept explores water's own unique shapes as it travels through space and reacts to physics. Drawing inspiration from the impact of a singular DEXSORB in action, this visual direction explores the energy of a singular drop of water in motion. The third final system I created is based around hyper-magnification inspired by the view from an electron microscope, we blow up cyclodextrins, micropollutants, and more for a textured, playful and intelligent exploration.