FREDsense Technologies Corp. is a water instrumentation startup that uses synthetically engineered bacteria to measure contaminants in water. The company’s technology spun out of the 2012 Calgary iGEM project that looked at detecting and remediating toxic acids from oil sands tailing ponds.
The original logo for FREDsense had scalability problems, so the task for this rebranding was to create a more versatile and robust branding system that can be applied across digital media, print media, and on the products themselves.
Through a series of design iterations, the logo was adjusted to be more vertically compact (to help with placement) with bolder line weights and font weights (for readability at smaller sizes). Complex and fine details were removed in favour of a more minimalist design.
I also built a new, fully-responsive website to capture the new FREDsense branding, featuring panoramic photographs of water and nature to reflect the company’s mission to provide high-quality water analysis.
The whole system was designed to provide a professional, harmonious brand identity that can be used across multiple forms of media.