Turning a founder’s vision into a brand.

Brand Strategy · Visual Identity · Creative Direction · Brand Guidelines

The Center for Hyperhidrosis came to ISBX with an established medical practice, a strong reputation and an identity that no longer fully reflected the organization they had become.

For me, the project represented something else as well: an opportunity to prove that branding could be a strategic service in its own right—not simply design work billed by the hour.

FINDING THE SIGNAL QUICKLY

I curated Pinterest moodboards and used a series of agile brand alignment sessions to understand the visual territory Chris was responding to—then translated those conversations into a clear creative direction for our design team.

I contributed early concepts and sketches while working closely with Lead Designer Raymund DeQuiros through exploration, refinement and final execution.

The goal wasn’t to impose a vision on the client. It was to become closely enough attuned to his instincts that we could recognize the right idea when we saw it.

BUILDING AN IDENTITY WITH ENERGY

The resulting CYNQ identity combined a bold, highly graphic wordmark with a visual language built around light, color, distortion and motion.

We extended the identity through brand guidelines and motion studies, working with animator Nur Amirov to explore how the brand could come alive digitally.

As the product strategy evolved, CYNQ eventually became the parent brand for a new consumer-facing product: ScareScore—leading to a second identity and an entirely new visual system.

AGENCY: ISBX
CREATIVE DIRECTOR: Steve Sigler
SENIOR DESIGNER: Raymund DeQuiros
ANIMATOR: Nur Amirov