Victus Clinic is a urological clinic located in Zagreb, Croatia. The clinic recently reopened after undergoing a major renovation to make it more a modern and visitor friendly place. As part of the renewal, Shift has designed a new brand identity for Victus that captures the meaning of this branch of medicine. The identity focuses on the contours of the letter “V” formed from two diagonal lines around the word mark VICTUS, both going up, conveying the lifted hands in praise and the positive thoughts as well as the principal role of this branch in medicine and health care. Typography is set in the very legible BasicSans, and the chosen color palette fits well into medical stylistics and creates opportunities for designing future clinic's activities. The project also encompassed the design of a comprehensive signage and entire promotional material for the private clinic.