Identity System

Soma Longevity is a boutique clinic that bundles advanced labs, genetic testing, and wearable data into one action plan. It launched with no visual language at all, in a category that offers a founder two bad defaults: hospital-blue clinical or wellness-spa soft.

A boutique longevity clinic launching with no logo, no assets, and a half-finished website built by someone else. The category splits between hospital-blue clinical and wellness-spa soft, and neither one looks like a practice that reads your genome. I was brought in to build the identity first, ahead of any site, so every later decision has something to answer to.

I set the direction in the Aesop lane, elegant and institutional, so the brand reads as a practice. I built the identity as the first deliverable, ahead of the site, which is the order that keeps a rushed web build from quietly becoming the brand. I extended it into the collateral the clinic actually hands people: business card, one-sheets, and sales pieces. A pre-launch clinic is sold in rooms before it is found online.

Identity delivered before the site, not after it. Elegant and institutional, against a category split between clinical blue and spa soft. Scope runs logo, hero imagery, favicons, and a QR business card. One-sheets and sales collateral follow the same system.