Latin ‘Nucleus’, core, heart.

The nucleus refers to the core of eukaryotic cells, which contain most of our genetic material. For Nucleus, this word has an important meaning that reflects the depth of their analysis, the performance of their technology.
This word suggests certain forms, but also rich notions of intrications, depth, and decortication. A whole graphic universe to explore.

A balanced identity, between sweetness and seriousness.

Nucleus tends towards a tone that is both serious, professional, even hanging up with sober codes from a corporate universe, and at the same time very human, soft, accessible.
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And above all, do not fall into more anxious or playful territories.
This delicate balance has been sculpted over time and through numerous researches, whose subtle form has detached itself, between suggestion and depth, operating in static, flat, as animated and in 3D. From there, all the other character traits of the brand have also emerged, always balancing between softness and seriousness.

Brand personality

One of the hotspots of the project was to make health accessible to everyone and for this, it seemed necessary to create a reassuring environment, in which the user isn’t afraid to go and to explore.

The topic being potentially serious, delicate and stressful, it was important to calm minds and emotions, in order to create this safe place. This obviously involves the choice of typography, colors, icons, lively and soft animations, and also, tone of voice.

Making health human-friendly

The choice of visual type helps user to find himself into the figure through the product. Illustration is a strong choice that slightly desecrates the topic without muting it: for example, thanks to illustration, we are able to represent organs without being disturbing and we can manage colors to keep the smoothness of the environment.
Also, the human ambassador, placed in the center of the illustrations and embodied by Maya, allows to generate empathy.

A massive illustrative work

To keep the style aligned and be consistent, we designed a large pack of illustrations to identify the diseases and traits, but also to accompany subjects like explanations, deep dives, and other articles.
It also helps to be smooth in the way to approach and speak about a stressful topic.

Your health...

The reports are the core of the product, through them Nucleus gives you the keys to decrypt DNA, and guides you to understand the potential impacts on your health.
It is both to popularize a complicated subject, to inform you about your particular case, but in addition to provide all this in one product, with the promise of always digging deeper, since Nucleus supplies the application with new postponements every month.

... in your hands

We therefore had to find ways to contain this flow and make it accessible, in every formats, organize information in such a way as to make it digestible, while still remaining equally reassuring in the visual approach.

Custom datas visualization

From the online product to the concrete applications

We also accompanied Nucleus when it came to subjects like the kit which includes packaging and instructions, or the interior design of their hall office in New York. Interesting to manage the identity on a so large prism of supports!