AGENCY: MCCANN HEALTH LONDON
CASE STUDY / BRAND IDENTITY
THE CLEAN BREATHING INSTITUTE
A scientific identity system built for global reach — connecting respiratory health research with the people who need it most.
PROJECT CREDITS:
AGENCY: MCCANN HEALTH LONDON; CREATIVE DIRECTOR: MATT EASWOOD, STEVE WOODLIFFE; ART DIRECTOR: YIFANG TIEN; DESIGNER: SIMON WARLOW
DELIVERABLES:
Logo and visual identity system, Key visuals for print, digital
Support for launch assets, including web, video, and internal communications
Support for launch assets, including web, video, and internal communications
Designing trust at a global scale
The Clean Breathing Institute is a science-led organisation with worldwide reach, dedicated to improving respiratory health and reducing the impact of air pollution. Building its visual identity required balancing two often-competing demands: scientific credibility and emotional accessibility. The result needed to speak equally to researchers, healthcare professionals, and the broader public.
The logo mark
The central visual device is a soft, luminous orb — evoking a breath, a cell, a world. It shifts across a palette of cyan, pink, lilac, and blue depending on context, allowing the identity to feel alive and atmospheric while remaining unmistakably consistent.
The wordmark uses a spaced monospaced typeface, forming a grid-like structure that evokes data, precision, and scientific methodology. Each letter sits at equal distance — a quiet reference to measurement and rigour. This structural quality carries through all headings and signage, contrasting with the clean humanist body type used in editorial contexts.
A brand ready to scale
The final system is cohesive, flexible, and grounded in the organisation's scientific purpose. From a tote bag to a tablet dashboard displaying real-time pollution data, the identity holds — adapting its colour and form without losing its character. The brand communicates at once the urgency of the problem and the credibility of the people addressing it.
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