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Compound brand identity

HealthcareEucalyptus24 / 27
Client
Compound by Eucalyptus
Category
Healthcare · Men's health and longevity
Region
Asia Pacific
Scope
Naming, brand strategy, brand identity

Eucalyptus was launching a men's health and longevity program in Asia Pacific. It needed a name and brand that could stand out in a cluttered category and still deliver sensitive health information calmly.

We built the name on compounding effort, drew a gothic-meets-digital wordmark, and took imagery from the Dexa scan, moving from warm tones to electric glitch.

One clear idea, 'to the power of', that works from app icon to podcast cover, clinic signage and supplement packaging.

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  • Compound posters along a street wall: coral, pink and blue panels with the serif 'compound' wordmarkCompound posters along a street wall
  • The Compound wordmark embossed into a concrete wallThe Compound wordmark embossed into a
  • A white clinic sign reading 'Room 307 V02 Max' with a pixel-art arrowA white clinic sign reading 'Room 307 V02
  • Compound: Four supplement boxes in coralFour supplement boxes in coral
  • Compound posters along a street wall: coral, pink and blue panels with the serif 'compound' wordmarkCompound posters along a street wall
  • The Compound wordmark embossed into a concrete wallThe Compound wordmark embossed into a
  • A white clinic sign reading 'Room 307 V02 Max' with a pixel-art arrowA white clinic sign reading 'Room 307 V02
  • Four supplement boxes in coral, silver, black and grey with the vertical wordmarkFour supplement boxes in coral
  1. Compound posters along a street wall: coral, pink and blue panels with the serif 'compound' wordmark
    Compound posters along a street wall

  2. 01 · The challenge

    Men's health is a category that talks down or shouts. Compound wanted to be insightfully honest.

    Compound is an integrated, personalised healthcare program from Australian digital healthcare company Eucalyptus.

  3. 02 · Strategy

    Workshops first

    We worked with Eucalyptus's leaders and Compound's program heads through workshops, interviews and hands-on experience of the diagnostics.

    Brand ideaTo the power of.

  4. 03 · Naming

    A name that is also the strategy

    We wanted the name to connect truth and strategy, so we ran the naming and strategy work streams together as a feedback loop.

    1. 01Insightfully honest
    2. 02Own the struggle
    3. 03Consistency compounds

  5. 04 · Brand system

    Old and new, gothic and digital

    At the heart of the brand are the wordmark and icon, drawn between gothic letterforms and pixels. Old and new together suggest the truth of the analytics and the ambition to build a better you.

  6. The Compound wordmark embossed into a concrete wall
    The Compound wordmark embossed into a
  7. A set of pixel-art icons: a heart, a cart, a cake, an hourglass and an arrow
    A set of pixel-art icons
  8. A phone home screen with the Compound app icon: three figures on a coral tile
    A phone home screen with the Compound app

  9. Your name, in your own hand

    As a program with a passionate cohort, the brand gives clients a place in it.

  10. A white clinic sign reading 'Room 307 V02 Max' with a pixel-art arrow
    A white clinic sign reading 'Room 307 V02
  11. A podcast player in hot pink and orange with an illustrated cover
    A podcast player in hot pink and orange
  12. Three podcast cover tiles in red, blue and pink with scrawled handwriting
    Three podcast cover tiles in red
  13. A clear water bottle printed with red scrawled lettering
    A clear water bottle printed with red
  14. Four supplement boxes in coral, silver, black and grey with the vertical wordmark
    Four supplement boxes in coral

  15. 06 · Impact & proof

    What this means if you're launching in a crowded category

    100%Waitlist capacity filled in private beta

    50+Personalized biomarker protocols mapped

    1 sprintFull naming, brand & app system delivery

    A brand stands out when its idea is true to the product.

  16. 07 · Deliverables

    Strategy

    Workshops and interviews, Brand idea and values

    Naming

    Name, Tagline: to the power of

    Identity

    Wordmark and icon, Typography

    Applied

    App icon, Podcast covers

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