The brand turns that acceleration into a behavior—visual, verbal, and experiential. The acceleration brand behavior became the Progress Bar graphic device that leads people through the PICI story. The system parallels the way PICI catalyzes the field by reversing category cliches, making bold and provocative statements, and portraying their scientists as the heroes they are. In doing so, it humanized the brand in a world of solo scientists and scary cells.
The progress bar element is integrated with the typeface characters of the PX Grotesk alphabet designed by Nicolas Eigenheer of Optimo Foundry.↓
Creative Director and Lead Designer
Executive Creative Director:
Associate Creative Director: