MacroFactor

MacroFactor · Brand Identity

Pentagram developed a comprehensive brand identity for the digital nutrition platform MacroFactor. The visual system centres on a minimalist, high-contrast aesthetic that bridges static product photography with dynamic motion graphics. Across the project, the design leans into a monochrome palette and clean typography to emphasize precision and scientific rigor. The collateral spans various touchpoints, from UI illustrations for the app’s dark mode interface to outdoor advertising. Strategy, led by Kyle Barron-Cohen and Eva Green, informs the playful yet structured application of vector animations and editorial-style photography. Techniques include sharp motion graphics and a clean, minimalist layout that prioritizes legibility and functional design.