{"componentChunkName":"component---src-templates-project-js","path":"/design/LOBO","result":{"data":{"project":{"title":"LOBO","slug":{"current":"LOBO"},"what":["Brand Identity","Corporate Design","Art Direction"],"client":"DR. CHRIS LOBO","when":"2026","content":[{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"e9aac0dbe2e3","_type":"block","children":[{"_key":"1aeddede5c4a","_type":"span","marks":[],"text":"IN BEWEGUNG"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"92ff1c01a1bf","_type":"block","children":[{"_key":"627e7e547d09","_type":"span","marks":[],"text":"IN MOTION"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"ab2a76e0c2ae","_type":"block","children":[{"_key":"a56808ce0e59","_type":"span","marks":[],"text":"Wie gestaltet man eine Marke für einen Sportorthopäden, ohne gleich die üblichen Bilder von Sport, Gesundheit und Medizin zu bemühen? Für Dr. Christopher Lobo wollten wir eine visuelle Identität entwickeln, die seinen medizinischen Ansatz nicht nur kommuniziert, sondern selbst verkörpert. Denn Bewegung ist für ihn weit mehr als sportliche Leistung. Sie ist das Zusammenspiel von Belastung, Anpassung und Regeneration. Ein dynamischer Prozess, bei dem Präzision und ganzheitliches Denken eine entscheidende Rolle spielen."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"d595584a3bd0","_type":"block","children":[{"_key":"bb2c6154c665","_type":"span","marks":[],"text":"How do you create a brand identity for a sports orthopaedic specialist without falling back on the usual imagery of sports, health, and medicine? For Dr. Christopher Lobo, we wanted to develop a visual identity that doesn't just communicate his medical philosophy but embodies it. Because for him, movement is about much more than athletic performance. It's the interplay of physical stress, adaptation, and regeneration. A dynamic process in which precision and a holistic understanding of the body play an essential role."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"270fe26c8aae","_type":"block","children":[{"_key":"f687a7165ab1","_type":"span","marks":[],"text":"ALLES HÄNGT ZUSAMMEN"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"7d3520c11cd9","_type":"block","children":[{"_key":"167eb0d07177","_type":"span","marks":[],"text":"ALL CONNECTED"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"990221edfb4f","_type":"block","children":[{"_key":"e57956e26004","_type":"span","marks":[],"text":"Ausgangspunkt des Brandings ist ein eigens entwickeltes typografisches System. Auf Basis eines 25-Punkte-Rasters entstehen Buchstaben aus einzelnen Modulen, die sich ähnlich wie Gelenke miteinander verbinden. Sie greifen ineinander, verändern ihre Form und bilden gemeinsam ein funktionierendes Ganzes. Bewegung wird hier also nicht einfach illustriert, sondern zum konstruktiven Prinzip der Gestaltung. Das Ergebnis ist eine eigenständige Displayschrift, die zwischen anatomischer Struktur, technischer Präzision und einer fast spielerischen Dynamik vermittelt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"abb8a0f3071e","_type":"block","children":[{"_key":"4e428f92c7ea","_type":"span","marks":[],"text":"At the heart of the brand identity is a custom-designed typographic system. Based on a 25-point grid, individual letters are constructed from modular elements that connect much like joints. They interlock, adapt, and come together to form a functioning whole. Rather than simply illustrating movement, the design makes it a fundamental principle of its construction. The result is a distinctive display typeface that brings together anatomical structures, technical precision, and an almost playful sense of movement."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"6c5d86bfa8b9","_type":"block","children":[{"_key":"b74e2452686c","_type":"span","marks":[],"text":"FORM FOLGT FUNKTION"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"a3f1c5390bbf","_type":"block","children":[{"_key":"92736b4d9983","_type":"span","marks":[],"text":"FORM FOLLOWS FUNCTION"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"8a1d7be8306f","_type":"block","children":[{"_key":"b9e3ea8bde06","_type":"span","marks":[],"text":"us dem modularen Alphabet entsteht auch das zentrale Markensymbol. Es basiert auf dem Buchstaben O und erinnert in seiner dreidimensionalen Ausführung an ein System miteinander verbundener Gelenke. Ein geschlossener Kreislauf, der Bewegung, Stabilität und Regeneration miteinander verbindet. Das Zeichen lässt sich sowohl grafisch als auch räumlich interpretieren und wird damit zu einem flexiblen Element der gesamten Markenwelt. Nicht einfach ein Logo, sondern ein visuelles Prinzip, das die medizinische Haltung von Dr. Lobo übersetzt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"992b44d3d81e","_type":"block","children":[{"_key":"243b824c79c1","_type":"span","marks":[],"text":"The modular alphabet also provides the foundation for the central brand symbol. Derived from the letter O, its three-dimensional form resembles a system of interconnected joints. A continuous cycle that brings together movement, stability, and regeneration. The symbol works both graphically and spatially, becoming a flexible element throughout the visual identity. More than just a logo, it's a visual expression of Dr. Lobo's medical philosophy."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"cc153d1565ca","_type":"block","children":[{"_key":"858c610ed5ce","_type":"span","marks":[],"text":"MEHR BEWEGUNG"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"64da98d30047","_type":"block","children":[{"_key":"fe7fa49cb0ce","_type":"span","marks":[],"text":"MOVE MORE"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"8a27e042d0a3","_type":"block","children":[{"_key":"4566e9b91c39","_type":"span","marks":[],"text":"Mit „Move More. Move Better.“ haben wir einen Claim entwickelt, der den medizinischen Ansatz auf den Punkt bringt. Dabei geht es nicht um schneller, höher oder weiter, sondern um die Qualität von Bewegung. Das eigens entwickelte Schriftbild macht auch diesen Gedanken sichtbar. Ergänzt wird es durch ein aktivierendes Kinetic Green, das auf konsequentes Schwarz und Weiß trifft. Die Kombination schafft eine visuelle Spannung zwischen Dynamik und Kontrolle, zwischen Energie und medizinischer Präzision."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"a72ed7f39d0c","_type":"block","children":[{"_key":"4840891380ce","_type":"span","marks":[],"text":"With “Move More. Move Better.”, we developed a claim that captures the essence of his approach. It's not about going faster, higher, or further, but about the quality of movement itself. Our custom typography makes this idea visible. An energetic Kinetic Green meets a deliberately restrained palette of black and white, creating a visual tension between movement and control, energy and medical precision."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"550327ce14a5","_type":"block","children":[{"_key":"fe9a6a98b068","_type":"span","marks":[],"text":"DER KÖRPER IM FOKUS"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"441990750496","_type":"block","children":[{"_key":"69705f1a6afc","_type":"span","marks":[],"text":"THE BODY IN FOCUS"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"9e81b3701038","_type":"block","children":[{"_key":"463b17baa53b","_type":"span","marks":[],"text":"Auch die Bildsprache folgt diesem Gedanken. Statt klassischer Arztporträts, anatomischer Schaubilder oder sportlicher Erfolgsmomente zeigen wir Körper in Bewegung und im Übergang. Beine, Knie und Gelenke werden zu grafischen Motiven. Unschärfe, Langzeitbelichtung und reduzierte Kontraste schaffen eine Bildwelt zwischen medizinischer Diagnostik und zeitgenössischer Editorial-Fotografie. Gemeinsam mit dem modularen Designsystem entsteht eine visuelle Identität, die sich vom klassischen Erscheinungsbild einer Arztpraxis bewusst entfernt und trotzdem medizinische Kompetenz vermittelt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"6e47e167fa17","_type":"block","children":[{"_key":"073c47e496e0","_type":"span","marks":[],"text":"The photographic language follows the same principle. Rather than conventional portraits of doctors, anatomical diagrams, or triumphant sporting moments, we focus on bodies in motion and transition. Legs, knees, and joints become graphic elements in their own right. Motion blur, long exposures, and reduced contrasts create a visual world somewhere between medical imaging and contemporary editorial photography. Combined with the modular design system, the result is an identity that deliberately moves away from the traditional aesthetics of a medical practice while maintaining a clear sense of professional expertise."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"484395c09dcf","_type":"block","children":[{"_key":"d5b319439424","_type":"span","marks":[],"text":"MOVE BETTER"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"27e54c4a5dfd","_type":"block","children":[{"_key":"f0bee6511ef4","_type":"span","marks":[],"text":"MOVE BETTER"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"aa7d9c772977","_type":"block","children":[{"_key":"029d9810eb2b","_type":"span","marks":[],"text":"Von der Geschäftsausstattung über digitale Anwendungen bis hin zur Beschilderung und Merchandise lässt sich das System flexibel weiterdenken. Die eigens entwickelte Typografie bleibt dabei das verbindende Element, während unterschiedliche Materialien und Darstellungsformen der Marke immer wieder neue Facetten geben. Entstanden ist eine Brand Identity, die nicht nur von Bewegung spricht, sondern selbst in Bewegung bleibt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"e8cd64b4ca43","_type":"block","children":[{"_key":"a90924e0080b","_type":"span","marks":[],"text":"From stationery and digital applications to signage and merchandise, the system can be adapted and developed across a wide range of touchpoints. The custom typography remains the connecting element, while different materials and forms of expression reveal new facets of the brand. The result is a brand identity that doesn't just talk about movement but remains in motion itself."}],"markDefs":[],"style":"normal"}]}},{"_rawHeadline":{"_type":"localePortableText","de":[{"_key":"12f41c52775c","_type":"block","children":[{"_key":"a1c2a2f667d1","_type":"span","marks":[],"text":"COLLAB"}],"markDefs":[],"style":"normal"}],"en":[{"_key":"869aa05c8367","_type":"block","children":[{"_key":"9ac39e497cf6","_type":"span","marks":[],"text":"COLLAB"}],"markDefs":[],"style":"normal"}]},"_rawDescription":{"_type":"localePortableText","de":[{"_key":"c07b039ce98e","_type":"block","children":[{"_key":"58d641215e42","_type":"span","marks":[],"text":"Dieses Projekt wurde als selbstständige Arbeit für die Werbeagentur Traktor ausgeführt."}],"markDefs":[],"style":"normal"}],"en":[{"_key":"b1111855da39","_type":"block","children":[{"_key":"ef3d4bd3a4aa","_type":"span","marks":[],"text":"This project was carried out independently on behalf of Traktor Advertising 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