100 Allies
Brand Identity, Pro Bono
Understand First
Prokoptôn, a pioneering consulting and services company for nutraceutical and healthcare brands, recognised the need for a transformative identity to elevate its ambitious growth plans. Having relied on its founders’ networks to build a strong European footprint, Prokoptôn wanted to create a public-facing image that reflects its disruptive, entrepreneurial spirit and expands its reach into the US and beyond. With no existing brand presence, Prokoptôn sought a visual and verbal identity to clearly differentiate itself from its competitors and signal its role as an instigator of innovation in the healthcare space.
Free The Birds channelled Prokoptôn’s fearless ambition into a bold and distinctive design system. Central to the new identity is an iconic metallic helmet symbolising bravery and the courage to enter uncharted territories – a visual metaphor for Prokoptôn’s commitment to guiding clients through the complex journey of innovation. The helmet sits confidently against a striking red landscape, creating instant recognition and establishing Prokoptôn as a brand that leads from the front.Supporting this hero marque is a suite of original iconography that captures the brand’s dynamic nature – from a TNT detonator representing explosive innovation, to a compass for clarity and direction. These visual devices combine to create a memorable and engaging brand world across all touchpoints.Free The Birds delivered a full toolkit to enable Prokoptôn’s growth: logo, tone of voice, website, presentation templates, and an all-new LinkedIn presence. The verbal identity centres on a bold “Want +” structure – “Want Reach?“, “Want Opportunity?“, “Want Innovation?” – cutting through category jargon with clarity and energy. This confident tone is matched by a visual identity that breaks away from the homogeneity of traditional R&D branding, giving Prokoptôn a competitive edge in a crowded market.
“We’ve always built our business on deep progression and deeper relationships, but we knew it was time for our brand to match the ambition and boldness of our work. This new identity doesn’t just represent who we are, it reflects how we think: differently, daringly, and with a commitment to pushing boundaries in a space that too often plays it safe. We’re incredibly grateful to Free The Birds for capturing that spirit so precisely. We’re already seeing how powerfully it resonates, opening doors and starting conversations we simply couldn’t have had before.”
