Ivamky // Branding
The project focused on the brand identity and art direction for Ivamky, the first non-steroid option challenging a decades-old approach to UME treatment.
The challenge was to move away from the clinical sameness of the medical category and create something clearer, more human and relatable, without losing credibility. Built around the idea of “Breaking Free”, the visual world uses ethereal landscapes, organic 3D forms, particles and a custom typeface. The result is a fresh visual identity that balances precision with fluidity, positioning Ivamky as a new choice and a meaningful step forward.
A warm, optimistic colour palette adds a human quality while helping Ivamky stand apart within the medical category. A bespoke typeface was also created specifically for Ivamky, with softened, curved edges and considered letterforms designed to improve legibility and accessibility, for people with visual impairments. The type became an integral part of the identity, bringing together function, accessibility and personality.
The modular visual language grew directly from the Ivamky wordmark, taking its curved forms and transforming them into a flexible graphic system. These shapes could be stretched, layered and rearranged across different applications, creating a visual language that felt fluid, distinctive and recognisably Ivamky.
The visual language stretches across social, digital and print, translating the identity into a range of real-world touchpoints. Its modular forms shift, layer and adapt to each format while keeping the system recognisably Ivamky.