Justpoint · 2026
An identity as clear as the mission it was built around
Justpoint had spent years building a platform that uses AI and science to uncover dangerous products and the harm they cause. Backed by $95M and covered by WSJ and Bloomberg, the company was growing fast. A demerger split the organisation into a law company and a tech and research company. My job was to evolve the latter.
The Tension
The existing brand was editorial, print-influenced, and built around personal harm claims and compensation. It belonged to a law firm, not a tech and research company. I had been pushing for a refresh for a while, and the demerger was the trigger that gave us room to explore. Once the split happened, the tech side needed an angle that was distinctly its own. A leadership change mid-project brought a founder into a more active role and opened the brief.
The Decision [1]
We landed on "Exposing Hidden Toxins, Protecting People." I treated that as a visual brief, not just copy. Everything from photo direction to layout logic came back to that tension between exposure and protection.
The Decision [2]
I developed several visual directions, some leaning hard into technology, some more illustrated and whimsical. Too cold and not serious enough. Showing the people we want to protect front and centre was the visual answer that aligned design with the company's mission. The CEO agreed.
The Decision [3]
Justpoint had an existing set of graphic shapes. I reapplied them as overlays on photography to tag and highlight the people in frame. The shapes became a way of saying: we see this person, we're focused on them.
The Work [1]
The hero image makes the concept immediate. Three people: a man, an older woman, a baby. Each tagged with a shape overlay: him, her, them. The implication is direct. We're protecting these people, and by extension, you. Intentional photography, direct eye contact, the whole and the individual, equally important.
The Work [2]
The rest of the site follows the same logic: people first. This means storytelling instead of feature listing. From the J&J timeline, the issue we face as a society, to how Justpoint turns data into action to fix it.
The Work [3]
After the homepage, we extended the system to the Insights blog: a clean, searchable, categorised library in the same visual language, with a prompt system for generating consistent article imagery across the section.
The Landing
The brand had needed a new direction for a while. The demerger gave us the room to find it. What came out is a digital-first identity that represents what Justpoint actually stands for: detecting harm and protecting people.
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