Sector
Healthcare
CREATIVE SERVICES
Visual Identity Design, Design System Creation, Motion Design & Animation, Marketing Collateral
INSIGHT
23andMe is a DNA-testing company that uses genotyping technology to provide insights into a person's health and ancestry. A pioneer in the field of personal genetics, 23andMe needed a brand that would appeal to consumers without losing its scientific credibility.
CHALLENGE
The overall challenge was how do we create a brand that can make this world of personal genetics approachable and understandable while at the same time making it feel credible and authentic.
SOLUTION
Our goal was to create a unique identity within the stark healthcare landscape. The brand identity system was Comprised of 23 distinct yet visually unified logos and distinctly references the building blocks of DNA in an approachable way.
RESULTS
The identity successfully reduced the intimidation associated with the field of personal genetics for a health-conscious audience who are educated on genetics and early adopters of new technology.
Key Learnings
Crafting a distinct identity and consistent brand message across all channels to help create a cohesive and recognizable brand identity system.
Developing representation of complex concepts through data-driven information graphics with visualizations to transform data into actionable insight.
Increasing awareness of the brand and its products and services.
Effectively distinguishing the brand in an emerging and exciting field.