Context

Jona is a health-tech start-up based in New-York, using AI to transform gut microbiome analysis. Their ambition was to make complex science both accessible to the public and reliable for healthcare professionals. Beyond data, the brand needed to embody science while telling a story rooted in the myth of Jonah – a metaphor for the transformative journey towards better health.

Client location / USA, New-York

Missions

Art direction
Brand system / logotype, colors, typography, icons
Print / Cards, brochure & packaging
Digital / website UI & digital content Social Media
Digital Brandbook

Projet Manager / Alexis Kafkis
Site Development / Wawww studio

Concept

Jona’s identity is guided by the spirit of exploration—an odyssey into the hidden world of the gut microbiome, made possible by cutting-edge technology. Inspired by NASA’s iconic logotype, it evokes the pursuit of discovery across vast, uncharted frontiers. The palette bridges ocean depths with subtle skin tones, uniting immensity and intimacy. Organic textures suggest the microbiome’s complexity, while icons recall the symbolic language of early art—humanity’s first attempts to map the unknown. The result is a sober yet powerful identity, anchored in the myth of Jonah and other founding stories of transformation, discovery, and progress.

Logotype

Colors

Typography

SORA

LOWERCASE & UPPERCASE

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz

NUMBERS

0123456789

Icons

Packaging

Digital content

Keynote

Providers brochure

Brandbook

Client's Review

Alexis Kafkis

Brand strategist & Project Manager

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Alexis Kafkis

Brand strategist & Project Manager

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.