Brand Identity · Design System

Tannit
Agency

The brief came over dinner: two founders with serious experience in pharma logistics and direct marketing, and a brand that undersold the work behind it. They wanted to evolve it without losing what was already working.

Role Brand & Identity Design

Timeline January 2024

Tools Figma · Illustrator · Photoshop

Status Active system, in daily use

The Problem

Heavy brand.
Light promise.

Tannit is one vendor for design, production, and delivery, but the identity didn't read that way. Dense illustrations, muted colours, and layered visuals that signalled complexity rather than capability.

Three things had to happen at once: reduce the visual noise, protect what already worked (the triangle, the tone, the equity the founders had built), and create one system that could speak to two completely different audiences.

Pharma Clients

Rigour, traceability,
institutional tone.

These clients work inside regulatory frameworks and long approval chains; the brand needed to carry the same weight as the materials it supports: precise, undecorated, trustworthy.

InstitutionalData-firstRigorous

Agencies

A partner that works
behind the client's brand.

These clients want white-label execution: Tannit handles production, the agency presents the result. The brand needed to read as reliable and unobtrusive, without competing with the client's own identity.

White-labelFrictionlessInvisible

Process

Three decisions,
each with a reason.

Each choice came from something specific: a problem with the existing identity, a need from the audience, or something worth keeping from what was already there.

Reduce visual noise → 4 colours · 2 illustrations

Keep what already works → Refined from what existed

One system, two tones → One grid · two voices

Typography

Two typefaces.
One clear voice.

Montserrat for authority.
Helvetica Neue for clarity.

Primary · Display

Montserrat

Geometric sans-serif chosen for headlines and brand statements. From Light to ExtraBold, its weight range covers every tone in the system without needing a third typeface.

SemiBold Bold ExtraBold

Secondary · Body

Helvetica Neue

Helvetica Neue carries body copy and UI labels. Its neutrality balances Montserrat's assertiveness, keeping long-form text clear without competing with the headlines.

Light Regular Bold

MADE IT SIMPLE

Specimen · Montserrat ExtraBold

The Symbol

One fixed point:
the triangle.

The symbol references the Phoenician goddess Tanit, the one element the founders kept from the start. A second inner triangle and a diagonal purple line came later: a detail that breaks the mark's symmetry and signals the three women who built the agency.

Isotype · Teal Primary brand colour

Isotype · Lavender The mark holds on neutral tints

Primary Logo · Dark Full identity on dark backgrounds

The Palette

Two colours.
One clear voice.

The original palette had eight or more colours with no hierarchy. The new system leads with two: a deep teal and a muted violet. Warm white and near-black complete the set — the kind of neutral ground that lets the two main colours do the talking.

#8A6E9A

#6AA8A4

Teal · 45% Violet · 35% Warm White · 20%

Iconography

28 icons.
Two variants each.

Designed for decks, one-pagers, and email headers, with consistent stroke weight that holds at any size. Hover to switch between the two brand colours.

Hover to switch · Teal / Violet 28 icons · 2 variants · 56 files

Illustration

Two delivered.
A third on the way.

Two illustrations, each with a colour and a monochrome version. Clean linework, system colours only, sized to work across decks and one-pagers without adding visual weight.

One honest note. A third illustration is taking longer than expected. Past a certain point, forcing it beyond your current skill produces less than bringing in a specialist. A system built around transferable files outlasts whoever made it.

Medica · Pharma contexts

Computer · Agency contexts

The Brand, Applied

The real test:
the founders use it on their own.

The pitch deck has a fixed structure with swappable content: the founders update cases and numbers each time, the layout stays. One grid and the same typefaces carry two completely different conversations.

Pharma clients

Agency clients

The pharma version leads with compliance, traceability, and rigor. The agency version leads with white-label execution and process clarity. The underlying system is the same.

Business Card · Blue Textured paper · Teal gradient

Business Card · Pink Pale background · Purple gradient

Pitch Deck Fixed structure, variable content

Stationery · Sheet 1 Branded paper · Corporate identity

Stationery · Sheet 2 Branded paper · Corporate identity

Brand Guidelines PDF + interactive HTML

What I'd do differently
with the same brief.

I spent real hours animating illustrations: loops for social, motion variants for decks. Tannit barely uses either format. The work was technically solid and completely beside the point. Deliverables should follow how the client actually communicates.

The founders still build every pitch deck and email from scratch. A reusable template would have delivered more value per hour than any animation I exported. That's where the system should have started.

The illustrations follow the same pattern. Two pieces are in use; a third was planned and never delivered because it depended entirely on my availability. Files that any designer can open and extend are worth more to the client than files that require a call to me first.

Two founders, three women, one brief over dinner.
Tannit left with a system they can use on their own and a brand that says what they actually do.

TannitAgency

Heavy brand.Light promise.

Three decisions,each with a reason.

Two typefaces.One clear voice.

One fixed point:the triangle.

Two colours.One clear voice.

28 icons.Two variants each.

Two delivered.A third on the way.

The real test:the founders use it on their own.

What I'd do differentlywith the same brief.