Making preventative healthcare effortless

Client: BodySpec
Agency of Record: Numatic Ventures
Services: Creative Direction, Research, Brand Strategy & Design

BodySpec is a whole-body imaging and screening company on a mission to make preventative healthcare easy and accessible; because everyone deserves to live a healthy life. The company's proprietary DEXA scan technology provides patients with body composition data and disease screening insights before problems arise so they can make lasting changes to their health. Aiming to expand beyond its initial audience of health and fitness enthusiasts, BodySpec needed to pivot its brand to appeal to the general population seeking early detection and prevention.

Numatic Ventures brought SD Digital in to discover ways to create an authentic brand that reflects BodySpec's fast, ultra-accurate technology and exceptionally efficient service and strategize the transition to general human health. We led the entire brand discovery process, from research to creative execution. Applying a human-centered approach to solve BodySpec's brand challenge was fun and a no-brainer, given their core mission and focus on the human body.

Early research identified a critical friction point. People avoid annual screenings due to their fears about the taboo topic of cancer, even though 1 in 3 will get diagnosed with some form of the disease in their lifetime. Early detection is the best defense, and BodySpec makes it effortless and accessible.

As a result of our discovery sessions and user interviews, we created an energizing brand aesthetic that feels approachable yet trustworthy, competent, and disruptive with light, clean, and simple elements to reflect the ease of use of BodySpec's services. The creative strategy motivates our audience through powerful, attention-grabbing statements that encourage action through hope and the possibility of prevention while communicating the ease and streamlined nature of the BodySpec patient experience.

A supporting detailed content strategy accompanied the brand. It shifted from a previously used negative "you could die without screening" voice to a more positive "beat your genetic predisposition" sentiment with relevant social media campaigns and fresh new artwork for the BodySpec mobile van.

Logo Before and After

We facilitated a two days workshop to understand the challenge, identify success metrics, and determine the brand's benefits, positioning, and personality.

The BodySpec logo conveys a lensing effect in the form of a kaleidoscope as an expression of science and innovation, combined with a universal symbol for a human as typically seen on the web.

The logo grid is inspired by the 'Vitruvian Man' by Leonardo da Vinci, a famous drawing from 1490 that has become a universal symbol of humankind. The geometric components of the grid (circle and square) are used to create visual interest throughout brand collateral.

Brand Style Guide (2023)

Campaign Posters

Instagram Samples



Business Cards

Artwork for mobile van wrap.