Pontis Brand Identity
A complete brand identity for Pontis, an AI health companion: strategy, personality, logo system, color, typography and art direction, built to make health feel guided rather than clinical.
Client :
Confidential (Healthtech)
Industry :
Health & Wellness
Tools :
Figma · Illustrator
Project Health
Brand Strategy
Pontis is an AI health companion, and its brand exists to make personal health feel guided rather than clinical. The identity defines a visual language and set of principles that shape a consistent, trustworthy health experience across every touchpoint.
At its core, Pontis is about clarity, intelligence and care: bridging the gap between uncertainty and confident health decisions. Every element, from color and typography to interaction and tone, is designed to feel calm, precise and human, so the system reads as a knowledgeable guide rather than a diagnosis.
Personality
The Pontis personality balances warmth with precision. It is approachable enough for daily use, yet structured enough to be trusted with health data.
Calm: soft forms and generous space keep the experience low-pressure.
Intelligent: structure and restraint signal a system that is in control.
Human: a friendly, encouraging voice that guides rather than warns.
Trustworthy: consistency and clarity build confidence at every step.
Logo
The Pontis mark uses soft, organic shapes to convey calmness and approachability, while its structured form reinforces intelligence and control. The flowing motion suggests ongoing care, progress and the continuous nature of health tracking and improvement, a system that adapts, guides and supports users through every stage of their journey.
Primary lockup: the wordmark with the flowing P symbol, set on the brand green.
Secondary lockup: the symbol in a rounded container paired with the wordmark.
Clearspace: protected space around the mark keeps it legible at every size.
Favicon: the standalone symbol with a soft gradient for app and browser use.
Color
The Pontis palette is built to evoke trust, reliability and clarity. Green tones anchor the brand in wellness and stability, creating a visual language that feels both grounded and forward-thinking.
Primary greens: a deep teal alongside softer sage and mint tints for a calm, health-forward base.
Secondary palette: deep navy and off-blue for depth, with lime and accent tones for energy and emphasis.
Usage: restrained by default, with accent color reserved for key actions and highlights.
Typography
Pontis typography is designed to feel clear, modern and approachable, balancing readability with a calm, intelligent presence across every interaction.
Nunito Sans (primary): a clean, rounded sans-serif that adds warmth and legibility across interfaces, health insights and everyday interactions.
Geist (secondary): a precise, structured typeface used for emphasis, data-heavy content and key moments, reinforcing intelligence and reliability.
The pairing: human yet structured, approachable yet precise, keeping communication clear and consistent.
Art Direction
Art direction keeps Pontis calm, human and forward-thinking. Imagery and supporting graphics favor soft gradients, organic shapes and real, relatable moments of health and wellbeing over clinical stock.
Soft, organic forms echo the logo’s flowing geometry.
Green-led gradients tie visuals back to the core palette.
Human, everyday health moments keep the brand relatable, not medical.
Generous space and restraint preserve the calm, guided feel throughout.
CLIENT PROOF
Nick Simmons
founder of JAH creative design agency
Having Lawrence work under my agency made me money as an efficient designer he is, helped me retain my status as a Top 4% upwork agency and I can't be any less proud of him. Under me he learnt framer just so we could get more jobs and he delivered.
Loong Pancoast
CEO of DriveOn
Lawrence is a professional through and through. He has been an absolute pleasure to work with, taking in account all of our needs while meeting expectations. I would 100 percent recommend Lawrence for any developmental design needs. If you are hesitating, don't, you won't regret it.
Drew Levin
Co-founder of SideShift
Lawrence worked hand in hand with me and Nick Lawton to get the first version of our site out the door, staying flexible through every change we needed. His cooperation is a big reason we could launch on time and begin major operations. A designer who listens closely and delivers.
12:27
Pontis Brand Identity
A complete brand identity for Pontis, an AI health companion: strategy, personality, logo system, color, typography and art direction, built to make health feel guided rather than clinical.
Client :
Confidential (Healthtech)
Industry :
Health & Wellness
Tools :
Figma · Illustrator
Project Health
Brand Strategy
Pontis is an AI health companion, and its brand exists to make personal health feel guided rather than clinical. The identity defines a visual language and set of principles that shape a consistent, trustworthy health experience across every touchpoint.
At its core, Pontis is about clarity, intelligence and care: bridging the gap between uncertainty and confident health decisions. Every element, from color and typography to interaction and tone, is designed to feel calm, precise and human, so the system reads as a knowledgeable guide rather than a diagnosis.
Personality
The Pontis personality balances warmth with precision. It is approachable enough for daily use, yet structured enough to be trusted with health data.
Calm: soft forms and generous space keep the experience low-pressure.
Intelligent: structure and restraint signal a system that is in control.
Human: a friendly, encouraging voice that guides rather than warns.
Trustworthy: consistency and clarity build confidence at every step.
Logo
The Pontis mark uses soft, organic shapes to convey calmness and approachability, while its structured form reinforces intelligence and control. The flowing motion suggests ongoing care, progress and the continuous nature of health tracking and improvement, a system that adapts, guides and supports users through every stage of their journey.
Primary lockup: the wordmark with the flowing P symbol, set on the brand green.
Secondary lockup: the symbol in a rounded container paired with the wordmark.
Clearspace: protected space around the mark keeps it legible at every size.
Favicon: the standalone symbol with a soft gradient for app and browser use.
Color
The Pontis palette is built to evoke trust, reliability and clarity. Green tones anchor the brand in wellness and stability, creating a visual language that feels both grounded and forward-thinking.
Primary greens: a deep teal alongside softer sage and mint tints for a calm, health-forward base.
Secondary palette: deep navy and off-blue for depth, with lime and accent tones for energy and emphasis.
Usage: restrained by default, with accent color reserved for key actions and highlights.
Typography
Pontis typography is designed to feel clear, modern and approachable, balancing readability with a calm, intelligent presence across every interaction.
Nunito Sans (primary): a clean, rounded sans-serif that adds warmth and legibility across interfaces, health insights and everyday interactions.
Geist (secondary): a precise, structured typeface used for emphasis, data-heavy content and key moments, reinforcing intelligence and reliability.
The pairing: human yet structured, approachable yet precise, keeping communication clear and consistent.
Art Direction
Art direction keeps Pontis calm, human and forward-thinking. Imagery and supporting graphics favor soft gradients, organic shapes and real, relatable moments of health and wellbeing over clinical stock.
Soft, organic forms echo the logo’s flowing geometry.
Green-led gradients tie visuals back to the core palette.
Human, everyday health moments keep the brand relatable, not medical.
Generous space and restraint preserve the calm, guided feel throughout.
CLIENT PROOF
Nick Simmons
founder of JAH creative design agency
Having Lawrence work under my agency made me money as an efficient designer he is, helped me retain my status as a Top 4% upwork agency and I can't be any less proud of him. Under me he learnt framer just so we could get more jobs and he delivered.
Loong Pancoast
CEO of DriveOn
Lawrence is a professional through and through. He has been an absolute pleasure to work with, taking in account all of our needs while meeting expectations. I would 100 percent recommend Lawrence for any developmental design needs. If you are hesitating, don't, you won't regret it.
Drew Levin
Co-founder of SideShift
Lawrence worked hand in hand with me and Nick Lawton to get the first version of our site out the door, staying flexible through every change we needed. His cooperation is a big reason we could launch on time and begin major operations. A designer who listens closely and delivers.
12:27
Pontis Brand Identity
A complete brand identity for Pontis, an AI health companion: strategy, personality, logo system, color, typography and art direction, built to make health feel guided rather than clinical.
Client :
Confidential (Healthtech)
Industry :
Health & Wellness
Tools :
Figma · Illustrator
Project Health
Brand Strategy
Pontis is an AI health companion, and its brand exists to make personal health feel guided rather than clinical. The identity defines a visual language and set of principles that shape a consistent, trustworthy health experience across every touchpoint.
At its core, Pontis is about clarity, intelligence and care: bridging the gap between uncertainty and confident health decisions. Every element, from color and typography to interaction and tone, is designed to feel calm, precise and human, so the system reads as a knowledgeable guide rather than a diagnosis.
Personality
The Pontis personality balances warmth with precision. It is approachable enough for daily use, yet structured enough to be trusted with health data.
Calm: soft forms and generous space keep the experience low-pressure.
Intelligent: structure and restraint signal a system that is in control.
Human: a friendly, encouraging voice that guides rather than warns.
Trustworthy: consistency and clarity build confidence at every step.
Logo
The Pontis mark uses soft, organic shapes to convey calmness and approachability, while its structured form reinforces intelligence and control. The flowing motion suggests ongoing care, progress and the continuous nature of health tracking and improvement, a system that adapts, guides and supports users through every stage of their journey.
Primary lockup: the wordmark with the flowing P symbol, set on the brand green.
Secondary lockup: the symbol in a rounded container paired with the wordmark.
Clearspace: protected space around the mark keeps it legible at every size.
Favicon: the standalone symbol with a soft gradient for app and browser use.
Color
The Pontis palette is built to evoke trust, reliability and clarity. Green tones anchor the brand in wellness and stability, creating a visual language that feels both grounded and forward-thinking.
Primary greens: a deep teal alongside softer sage and mint tints for a calm, health-forward base.
Secondary palette: deep navy and off-blue for depth, with lime and accent tones for energy and emphasis.
Usage: restrained by default, with accent color reserved for key actions and highlights.
Typography
Pontis typography is designed to feel clear, modern and approachable, balancing readability with a calm, intelligent presence across every interaction.
Nunito Sans (primary): a clean, rounded sans-serif that adds warmth and legibility across interfaces, health insights and everyday interactions.
Geist (secondary): a precise, structured typeface used for emphasis, data-heavy content and key moments, reinforcing intelligence and reliability.
The pairing: human yet structured, approachable yet precise, keeping communication clear and consistent.
Art Direction
Art direction keeps Pontis calm, human and forward-thinking. Imagery and supporting graphics favor soft gradients, organic shapes and real, relatable moments of health and wellbeing over clinical stock.
Soft, organic forms echo the logo’s flowing geometry.
Green-led gradients tie visuals back to the core palette.
Human, everyday health moments keep the brand relatable, not medical.
Generous space and restraint preserve the calm, guided feel throughout.
CLIENT PROOF
Nick Simmons
founder of JAH creative design agency
Having Lawrence work under my agency made me money as an efficient designer he is, helped me retain my status as a Top 4% upwork agency and I can't be any less proud of him. Under me he learnt framer just so we could get more jobs and he delivered.
Loong Pancoast
CEO of DriveOn
Lawrence is a professional through and through. He has been an absolute pleasure to work with, taking in account all of our needs while meeting expectations. I would 100 percent recommend Lawrence for any developmental design needs. If you are hesitating, don't, you won't regret it.
Drew Levin
Co-founder of SideShift
Lawrence worked hand in hand with me and Nick Lawton to get the first version of our site out the door, staying flexible through every change we needed. His cooperation is a big reason we could launch on time and begin major operations. A designer who listens closely and delivers.
12:27