Microphobe

Before COVID made us hyper aware of every single thing we touched, I was asked to create an identity, website, and packaging for a brand called Microphobe. Their goal was to provide clean products and information to a community of germ-conscious individuals.

The visual direction for the Microphobe was based around the science diagrams and information that you might find in a textbook or on a public service announcement. This helped to demonstrate their knowledgeability around the 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.

Different color variations of a logo featuring a magnifying glass with the words 'micro PHOBE' inside, and color codes Pantone 3282 and Pantone 336.

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

– Marty Neumeier, author and founder of Liquid branding

Research and concept development

Proposed directions

A collection of branding style sheets with a focus on the word 'microphobe' in various fonts, colors, and sizes, alongside retro science-themed and abstract graphic designs, arranged in a collage format.
A branding style sheet with various icons and graphics related to environmental science, water, and energy, including depictions of microphobes, laboratory equipment, emissions data, solar panels, and animals.

Brand characteristics

  1. Knowledgeable

  2. Authentic

  3. Witty

Hand-drawn illustrations and handwritten words related to microbiology, including bacteria, virus, fungi, protozoa, and micro phobe, with various microbial shapes, magnifying glasses, and scientific symbols.

Logo generation

A flowchart illustrating the workflow of a microscopy-based research process, including steps like sample preparation, microfabrication, microscopy, data analysis, and reporting, with tools such as microscopes and microfabrication equipment.

Early logo concepts

Final logo

“A logo doesn’t sell, it identifies.”

– Paul Rand

Stationery

Set of clean, professional business stationery including an envelope, letterhead, and business cards for Microphobe, with teal and white color scheme and dotted curved line design.

Website design

Screenshot of the Microphobe website homepage with navigation links, a large banner asking "What's grosser than gross?", and product listings for hand sanitizer and vitamin C related to germs and food safety.
Screenshots of a website called Microphobe, featuring articles, videos, and resources related to microbiology, with a cartoon scientist mascot, colorful icons, and a white background.

Microphobe had a number of objectives that they wanted to achieve with their website. The primary purpose was to sell their products, but to do so they wanted to be seen as experts in their field. Because of that the website would also serve as a source of information concerning clean products and sanitation practices by hosting videos and linking to articles on the topic. They would also be creating their own original content. Most importantly, they were interested in creating a forum where people could ask each other questions, get feedback, and share stories about health and sanitation in their own lives. The intention was to build a loyal community of germ-conscious individuals where they could feel heard and be among others who had similar beliefs and interests.

Web pages

Homepage

Product labels

Bottle of stress relief dietary supplements with green and yellow capsules and graphic information on a white background about immune booster, probiotic, multi vitamins, and other dietary supplements.