A blue and white box labeled 'Complete Gut Health Test & Symptom' from Selph, with a website URL, on a background with wavy gray lines. Beside it, a person stands on a mountain summit, wearing athletic gear and looking at a foggy, mountainous landscape with large white letters spelling 'sleep' in the background.

Selph

Project completed at Initials CX.

Where science meets lifestyle

Wellness is split into two failing camps: credible-but-clinical, or aspirational-but-flimsy. Typographic minimalism and science-inspired patterns built a bold, high-energy identity that makes preventative health feel accessible rather than clinical.

The direction reimagines preventative health as empowering and aspirational, and was selected by the client as the way forward.

A person's upper arm with a blue circular COVID-19 vaccine sticker that says 'Selph' on it, while the person looks at a smartphone in their hand.
A large outdoor advertisement display with multiple panels on a city sidewalk. The left panel shows a man with a tattoo, and the text "Your glucose levels, decoded in real time." The middle panel features a blue patterned background with white text: "Don't just live more years, Live better ones," and the brand name "Selph." The right panel displays a person running on a dirt trail with the text "Discover what your body really needs to thrive." The scene is set against a backdrop of a modern building with glass windows and leafless trees, with two blurred pedestrians walking past.
A promotional image for Seph, featuring a blue background with white dotted patterns, a quote that says, "Don't just live more years. Live better ones," and a young man with tattoos holding a surfboard in an outdoor setting during sunset.
Blue abstract background with white dotted wave lines radiating from a central dark circle.
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