Project Overview
Genome.One is a company that provides answers to life’s biggest health questions. Our role was to create a strong, accessible brand to help engage clinicians and their patients in this service. But one that remained warm and human.
Project Commissioner
Project Creator
Team
Daye Moffitt - Strategy Director
Trish Hogan - Senior Account Director
Gabriel Mello - Senior Designer
Simon Wright - Executive Creative Director
Hamish Cargill - Director of Brand Language
Dean Varndell - Head of Design Implementation
Hayden Mathys - Finished Artist
David Cunningham - Finished Artist
Vanessa Meaker - Production Manager
Project Brief
The Garvan Institute of Medical Research were taking genomic medicine out of research and into the hands of clinicians and their patients. We worked together to develop the brand strategy, naming and identity for this new brand: Genome.One.
Project Innovation/Need
We immersed ourselves in the world of genomics. We talked to geneticists, clinicians, scientists and researchers. We heard about the impacts of genomic sequencing and learnt about the tech and the teams that will bring it to the public. Genome.One will change how illness and disease is diagnosed and treated: It’s the catalyst for improved diagnosis rates, tailored treatment plans, and changed patient outcomes. These transformative qualities of the brand inspired our approach: by combining data with insight, intelligence with simplicity, and analysis with empathy, Genome.One will positively impact lives, one-by-one, globally.
Design Challenge
The impacts of Genome.One led us to the brand idea ‘Our Future. Transformed.’. This inspired the new name and identity: An identity that at once feels commanding and welcoming, medical and human, serious and hopeful, a living representation of Genome.One.
Effectiveness
"Unfortunately, at this early stage we don’t have any hard evidence to demonstrate the effectiveness of the Genome.One branding as such. However, we do have a lot of anecdotal evidence that suggests that the Genome.One branding is highly memorable and differentiating and has allowed us to achieve a high level of awareness in our first 12 months of operation with key customer groups.
The unique branding concept has allowed us to differentiate the company from our main competitors in the rather traditional diagnostics market. Genome.One is most definitely a well recognised brand within the genetics community and seen as a leader in genomics both on a local and international level.
Importantly, the versatile nature of the branding has also allowed us to connect with health conscious consumers for our recently launched personal genomics, which is our first step in building our leadership role in precision health."
Stephan Brennan, Chief Commercial Officer, Genome.One
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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