Project
Magentus
Brand identity
Magentus (formerly Citadel Health) is a global health technology company who had grown through acquisition, resulting in a fragmented brand landscape with multiple organisations operating in silos. This lack of cohesion created inconsistency across products and touchpoints, making it difficult to present a unified offer or support their ambition for international growth. The challenge was to bring structure to complexity – aligning the organisation under a single, scalable brand system.
Empowering intelligent healthcare
We developed a unified brand ecosystem designed to scale across a growing portfolio of products and services. Positioned as a “guiding light in healthcare”, the identity balances two core aspects of the business, technology and humanity, through:
Magenta-led colour for distinctiveness and warmth
Tactile 3D forms representing technical capability
Human-centric imagery to reflect care and real-world impact
A bespoke product and icon design system for consistency
Details
Project
My Role
As lead designer, I drove the visual direction across the identity system, with a focus on scalability and consistency. I led the development of the iconography and 3D forms, defined the photography art direction and visual treatment, and contributed to the illustration approach. Acting in a design director capacity, I co-ordinated freelancers and external partners, and worked closely with stakeholders to guide the brand through its initial rollout.
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Designers — Michelle Jin (Lead), Tom Dabner, Julien Bertouille
Illustration — Michelle Jin
3D Art & Motion — Alex Johnson
Awards
Transform Awards ANZ 2023
GOLD | Best naming strategy (New name)
Transform Awards ANZ 2023
GOLD | Best visual identity (Healthcare & Pharmaceuticals)
Transform Awards ANZ 2023
SILVER | Best use of a visual property