JAY JEON
BACKSTORY 2014—2017
LIFEBEAM
PROJECT
Wearable-Tech
Company

DISCIPLINE
Re-branding /
Package Design


BACKGROUND

Lifebeam is an artificial-intelligence wearable technology company. The technology was originally developed for monitoring astronauts, pilots, and special force through sensors in their clothes. It was then extended to general consumers. Unlike other companies making wearable products centered solely on fitness, LIFEBEAM products make detailed evaluation on physical status in daily life with the purpose of having a weareable future and advanced life.
DESIGN STRATEGY

Despite the sleek and high-end technology features of the product, the original logo resembled that of a medical product company, speaking wrong visual language to approach their target audience. The brand identity representing the products and the history were refined and re-branded to balance its technology with more finely contoured visual presentation and quality of the products.