A visual identity built around the relationship between sunlight and modern wellness.

Client: Photic
Role: Founder

Photic is a modern wellness brand built around the relationship between sunlight and wellbeing.

Centered on the health benefits of Vitamin D, the brand seeks to educate consumers on the role sunlight plays in overall health, and on ways deficiency can be addressed through sun exposure, behavioral change, and supplementation.

The brand identity was developed from the interaction between light and subject, using that exchange to shape the brand’s visual language. A strong logomark, editorial composition, and restrained typography give the system clarity, precision, and modernity.

Photography brings in a human element, where highlights, shadows, reflections, and refractions become part of the visual vocabulary. These moments of light are used as atmosphere as well as a way to express the connection between sunlight and wellness.

Kyle Potter is a designer & creative director building superior brands for discerning clientele in Miami, FL.

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