Profusa, Inc. is an innovative San Francisco-based company focused on enabling continuous biofeedback for chronic disease management and healthy living. Profusa’s technology allows for minimally invasive monitoring of body chemistries, real-time, anytime, and anywhere. Profusa came to us with amazing technology, but no brand personality, look, or feel. They also were challenged because their name was often mispronounced, Prof USA ; which causes issues, especially in foreign countries. We created a brand that is warm, organic, got to the core of their mission and easily communicated the pronunciation of the name.