Evolving a brand without losing its identity

Building on Alternaleaf’s established brand DNA, the challenge was to evolve the identity without losing the recognisable elements that made it distinctive. The signature twist was reimagined around an elliptical form, creating a visual expression of the brand’s focus on the patient.

From there, the system was extended into digital and social environments, introducing movement and responsiveness to the typography and structured roundel panels. The result is a flexible identity that feels dynamic and contemporary, while remaining clear, recognisable and grounded in the existing brand.