Where: Hex Digital

When: May – June 2021

Protas needed a way to talk about complex medical research without the usual corporate fluff or confusing industry jargon.

I developed a complete brand voice and style guide that shifted their messaging away from dense technical talk and towards the real-world goal of unburdening healthcare systems.

By positioning them as a team that transforms rather than just innovates, I built a framework that felt authoritative and professional but used the plain language of a real-life conversation.

This work included creating their core tagline ‘Smarter trials for better health’ along with the mission statements and editorial rules they still use across their digital platforms today.

This TOV remains the backbone of the brand, ensuring they always sound confident and honest without ever being preachy or exclusive.