Physa

Physa is an Analytics consultancy that applies first principles reasoning and Artificial Intelligence to decision-making processes.  With its holistic approach, the brand's name connects to both the Greek letter "phi," representing the golden ratio, and the word "physis," a philosophical concept about the impulse of beginning, development, and transformation.

The company's icon represents the union of technology, data analysis, and business—the three pillars of its work. The fourth element symbolizes the synthesis of Physa's differentiating factor: human capital. The chosen typography adheres to criteria of objectivity and high legibility, with some characters customized to align with the icon's lines and design.

The brand's color palette also alludes to the world of technology, with a variety of tones for diverse applications and presentations. The identity's repertoire includes graphic elements created from the icon's lines and a gradient that reflects the digital nature of the company's solutions.

The project also included the creation of a website with a clear and direct structure, mirroring the precision of the company's deliverables. For the homepage, we developed a video composed of eight scenes that abstractly represent the stages of Physa's work process.