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InspirationGraphic Design

Landor & Fitch join the dots, to promote health-data initiative

There's no point in health professionals gathering data, if it just sits in a box and isn't used to improve the quality of outcomes. And so Lumos is an initiative in New South Wales, Australia, aiming to integrate health data across the general practice sector and the public health system, to enable better care for patients.

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Three poster designs for Lumos health initiative, each featuring minimalist illustrations with colourful geometric shapes and figures representing diverse people and communities in Australia

It was important to showcase this initiative effectively, so that health professionals would get to know about it and start engaging with it. And so Landor & Fitch was asked to create a unified brand strategy, name and identity for the pioneering project.

The power of data was at the heart of this brand. So the team asked themselves: What if we created a brand that could not exist without data? This was the thought that evolved from the brand idea of 'illumination': an identity that could singly represent data, and collectively reveal outcomes.

Using the simplicity of dots and a limited colour palette to represent data, Landor & Fitch created a joyful visual identity to showcase the positive impact the project seeks to have on patient outcomes.

Illustrations by Cecilia Castelli were also composed in simple and minimal forms, and represent the diversity of the people, communities and landscape of Australia. The typefaces used were Gascogne Serial and Greycliff.

Illustrated diverse faces and figures in profile composed of geometric shapes in blue, red, yellow and cream on a sage green background, representing community and data connectivity for the Lumos health initiative
iPhone home screen displaying Lumos app icon alongside other apps including iBooks, Weather and FaceTime, with enlarged Lumos icon on right showing coloured dots pattern
Lumos brand identity shown on open notebook with minimalist landscape illustration and colour-coded dot system on inside cover
Person wearing red socks standing above a smiling face made from rainbow stripes and dots against a blue and pink background with falling rain drops
Three Lumos initiative book covers featuring "Data for a healthier community" with colourful abstract illustrations and dot patterns on spines
Colourful abstract illustration with overlapping organic shapes in green, yellow, red and blue surrounding a central composition of interconnected dots and curved forms representing data connectivity and diversity
Coral-coloured tote bag held up against a white background, featuring a white pixelated heart made of dots with the Lumos tagline below
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