Surgo:
The aesthetic of science in action
Industry: Research & Science, Health, Nonprofit
Service: Brand Identity, Messaging
With the belief that community-based solutions lead to a healthier world for all, Surgo Ventures works to identify and resolve the leading factors of humanity’s most urgent crises. We worked with the Surgo Ventures team to translate their mission into a new brand that captures their expert innovation, data-focused research, and brilliant change-making at the highest level.
The brand’s broad color palette and multi-level type systems come together to signal relationships between initiatives, case studies, tools, and editorial perspective pieces. Designed to expand with Surgo tools’ sub brands and offer visual support for press and publications, custom brand illustrations combine data sets, photography, and color overlays to tell the story of Surgo’s work.
Beginning with a logo that reflects the meaning of the Latin word ‘surgo’, meaning “I rise,” our brand strategy and system emphasizes action, leveraging the right dose of dynamism to support their growing suite of research tools.
Brand type and color are used across Surgo's focus areas to convey findings and insights. In press releases and reports, our collage-based world of supporting visual elements communicates living data, in context with the human story that is at the heart of Surgo's efforts.
An interactive strategy that prioritizes a human-centered experience allows visitors to follow intuitive paths to data. UX/UI elements borrow visual cues from news content sites to leverage familiarity bias, create connections, and strategically position Surgo among partner affiliates like The New York Times, The Atlantic, and The Washington Post.
