Kiara Ishwarlall

Brand & Communication / Case study

Jehu Pharma Identity

I translated the Jehu Pharma identity into practical brand guidelines, a visual language and application concepts that could guide consistent communication.

My role
Brand guidelines, art direction and application design
Edition
2025
Scope
Identity guide and application concepts
Original Jehu Pharma guide coverOriginal website application concept

Original guide artwork and website concept · 2025

The design challenge

Turn a brand character into a usable system.

The guide defines precision, purity and partnership as the brand character. The design task is to carry that character into consistent rules for typography, space, imagery and application.

Read the selected guide (opens in a new tab)

01 / Design evidence

A system built around restraint.

Each visual choice contributes to the same character: ordered, open and precise.

Logo use page: proportions, minimum sizes and clear space.Inspect artwork
Logo use page: proportions, minimum sizes and clear space.

  1. Protect the horizontal signature

    The wide wordmark depends on breathing room. The guide pairs minimum sizes with a clear space rule so it remains legible when it moves into a denser layout.

  2. Give alignment a visible language

    Fine grid lines and navy rules echo the horizontal construction of the wordmark. Repeating them in the guide and website concept connects the system without adding another decorative motif.

  3. Separate hierarchy from decoration

    Montserrat weight changes establish the title and body relationship. Most of the field stays white, allowing the wordmark, images and key headings to carry the attention.

02 / Design evidence

From rules to a digital concept.

The imagery guidance and website concept show how the identity can extend beyond a logo sheet.

Imagery direction: bright clinical settings and uncluttered compositions.Inspect artwork
Imagery direction: bright clinical settings and uncluttered compositions.
Website concept: the same wordmark, navy rules and open layout in a digital application.Inspect artwork
Website concept: the same wordmark, navy rules and open layout in a digital application.
Inspect the original typography and application guidance
Original Montserrat type specimen. The sample copy is part of the source guide.Inspect artwork
Original Montserrat type specimen. The sample copy is part of the source guide.
Original guidance for stationery, packaging and digital use.Inspect artwork
Original guidance for stationery, packaging and digital use.

03 / Design evidence

What the work demonstrates.

A connected identity reference: visual character is translated into rules that another designer could apply.

Scope. Brand guidelines, art direction and application concepts. The website is shown as a concept, with no claim of a developed or launched site.

Read the selected guide (opens in a new tab)

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Artwork

Full size