Building the visual foundation from zero

My role

Brand Design, Design Systems, MUI3 Customisation.

The problem

No logo, no colour system, no components. Developers were hardcoding values. Every screen started from scratch. For a startup asking oncology teams to trust their AI with treatment planning, that inconsistency was a real credibility risk.

What I did

Defined the brand direction — precision, clarity, momentum — then built everything from the ground up. The colour system spans 9 ramps across 11 stops each, with locked tokens for core brand colours and a full semantic layer for states, surfaces, and data visualisation. Typography was set across desktop and mobile scales. I then applied the whole system to the Lumonus marketing website — iterated across multiple layouts and breakpoints — and built a component library on top of MUI3 so design and engineering shared one source of truth.

Why it matters

The brand went from nothing to a fully tokenised system used across the Physician platform, Dosimetry platform, mobile app, and public website — and held up through a Series B and US market expansion.