Entrepreneur and Certified Dermatologist Brian Matthys hired Haystack Studios to develop the brand identity and assets for his new product venture, Eclipse Rx, a wearable UV monitoring device + app designed to track UV index levels and provide alerts and tips on how to best protect yourself in current conditions. The Eclipse Rx brand works behind the scenes protecting each person with a custom profile, so the brand needed to feel advanced, approachable and smart. Below is where we landed. The gradated circular icon represents the progression of Eclipse's monitoring system throughout each day in a person's life. The precise geometry and hard angles speaks to the brand's technical expertise, while the lowercase rounded font feels human and approachable.