Medrus was founded with the belief that the world needs fixers. So they hyperfocus their work on fixing existing technology issues and simplifying MarTech processes. Their new identity system, inspired by this notion, is a visual manifestation of mindmaps and flowcharts. In fact, a simple flowchart, constructed with just rectangular blocks and flowlines, can already get most jobs done.

The identity uses a reductionist approach with a stripped-down design solution that removes unnecessary visual noise reflecting Medrus nimble setup. Using basic graphic elements, I created a set of abstract shapes that together can form dynamic patterns and user flows, always terminating with the oblong shape—Medrus.

The supporting design system works to be friendly and vivid, but restrained in its expression. A modular system designed to be flexible and highly functional.

A simple idea with a range of solutions—like Medrus itself.