CHALLENGE
Defining the Master Brand: Lumoslabs, the parent company behind Lumosity, Mind, and Figment, faced a unique architectural hurdle: it needed its own distinct identity. The goal was to create a "Parent DNA" that paid homage to the established equity of its consumer apps while carving out a credible, clinical space for its latest frontier: ADHD digital medicine. We had to design a system that felt like a cohesive family, where scientific rigor and human creativity could finally speak the same language.
APPROACH
Synthesising the DNA: Beginning with a cross-functional audit, I mapped the visual commonalities between Lumosity, Mind and Figment.
The strategy was to build a Modular Design Language, ensuring every asset felt like a branch of the same tree. Standardising iconography and illustration style, created a bridge between scientific data and human intuition.
RESULTS
Unified Intelligence: The outcome is a future-proof visual ecosystem that positions Lumoslabs as both a scientific authority and a lifestyle companion.
A Sovereign Identity: A parent brand that commands its own space while supporting a diverse product portfolio.
Clinical Warmth: A visual language that meets the strict requirements of digital medicine without losing the "delight" of the consumer experience.
Operational Scalability: A robust toolkit of icons and illustrations that allows for seamless integration across web, mobile, and emerging therapeutic platforms.
CREDITS
Client: Lumos Labs
Design & Illustration: Bo Virkelyst Jensen
Scope: Illustration System, Iconography, Infographics, Visual Strategy.
