Lenus
Brand identity for a digital platform that helps health
coaches run and scale their businesses.
Lenus was seeking to lead the way in health coaching by taking a new holistic approach, accelerating the global holistic health revolution and empowering, educating and growing the next generation of health coaches. Pentagram’s new graphic language, colour palette, photography and tone of voice all work together to position Lenus as a force for change within the health and fitness coaching industry.
The new Lenus symbol captures the energy and movement while also creating a subtle ‘L’ shaped form. This sits harmoniously alongside the reimagined and re-drawn wordmark, also employing the 45° angle and strong geometric construction which forms the basis of a graphic system applied across the brand.
Another key element of the graphic style is introducing signatures into the communications, a highly personal and unique moment which emphasises the individuality and trust amongst health coaches and Lenus.
It was important the typography remained neutral enough to work across all applications and had a quietly professional and authoritative tone. Paired with rich lifestyle-inspired photography which places people at the very heart of the brand, it communicates the stories and motivations behind the brand.
The geometric graphic language which runs throughout the brand reflects the brand principles in a subtle, but highly distinctive and effective way.
Designed at PentagramPartner.......................... Angus Hyland
Project team..................... Eoghan McMahon, Jack Brown, Karolina Alvekrans, Yorgos Panagopoulos, Daniela Perez, Charlotte Selby, Alizee Taimiot, Shirley Wang