AmGen

Modern house with wooden exterior and large glass windows, overlooking rolling green hills and distant snow-capped mountains under clear sky.

Before COVID made us hyper aware of everything we touched, I was asked to create an identity, website, and packaging for a brand called Microphobe who provided clean products to a community of germ-conscious individuals.

The visual direction for the Microphobe was based around the kind of diagrams and information that you might find in a science textbook. This helped to demonstrate their knowledgeability around this topic. It was expressed stylistically with a playful and light-hearted use of colors, type, and imagery which evoked a more friendly feel that was more approachable.

I decided that the best way for Microphobe to build a connection with their customers was to make their website a place that provided knowledge and resources about health and cleanliness in the form of videos and articles. The website would also have a forum where like-mined germaphobes could meet to talk about, and share stories about the gross encounters they had in their daily lives.

“Branding is the process of connecting good strategy with good creativity.”

– Marty Neumeier, author and founder of Liquid branding

Scenic landscape featuring a large body of water in the foreground, rolling green hills, and a mountain range in the background under an overcast sky.
Scenic landscape with a large mountain range in the background, a body of water in the midground, and rolling grassy hills in the foreground.
Scenic landscape with a large mountain range in the background, a lake in the middle, and rolling grassy hills in the foreground.
Scenic landscape with mountains, a body of water, and grassy hills in the foreground.
Scenic landscape with a large body of water in the foreground, green hills on the sides, and tall stone mountains with a cloudy sky in the background.
Scenic landscape with mountains, a water body, and grassy land in the foreground under cloudy sky.
Scenic landscape featuring a lake, rolling fields, and distant mountains under a cloudy sky.