Genesis Genetics is the pioneer of preimplantation genetic testing of embryos for inherited genetic abnormalities. Founded by world-renowned scientists largely responsible for discovering and implementing the first successful cases of Preimplantation Genetic Diagnosis (PGD), they have spent more than 25 years on their goal of helping build healthy families all over the globe.
From early in its existence, Genesis was ahead of the curve in terms of research and technology. But what their brand leveraged in science, it lacked in connection with a broader audience. The implication of the people impacted by the process was not as direct as it could be.
Recently, RBD compared Genesis to other genetics-based companies. While the company’s direction was still moving forward, serving as leaders in the field, its brand felt stuck, heavy and outdated.
We began an exploration of the company, including interviews with staff, patients and clinicians. We developed mission and vision statements, as well as a wide range of new logo options. From streamlining the current logo to discovering new icons, we presented concepts that exposed Genesis to new colors, new typefaces and new ways of thinking about themselves.
In addition, we created a style guide to support any design needs and to create a unified voice and appearance for all materials. Photography became more targeted to the audience, featuring emotive, family images for patients and clean science for clinics.
With their new logo in place, we were able to create new brochures, patient and clinic folders, trade show displays, social media posts and website, connecting their rejuvenated identity with their advancing position in the world of genetic testing.