A leader in the emerging space of longevity science, Tally brings aging research and health optimization tools to consumers.

For a science-forward brand with lifestyle appeal, the teams built a visual vocabulary that brings several tensions into coexistence, where clarity and function don’t come at the expense of style or vibrancy. The wordmark, exhibiting diagrammatic angles and precise alignments, has a sleek, technical character that is softened by lowercase curves and calligraphic strokes that channel an undergirding humanist schema. An energizing color palette invigorates infographics and consumer packaging. Brand typography relies on two functional sans serifs, optimizing directness and lucidity at many scales. Generator, the brand’s primary typeface, has remarkably engineered idiosyncrasies – as found in the building-block shape of the lowercase “g” – moments that activate the details and keep the all-sans approach from feeling sterile. Supported by a soulful, people-led art direction, the Tally brand system foregrounds humanity alongside innovation.