Project Details
Illumina, the world's leading genomics company supplying 90% of global hardware for genomic research, faced intensifying competition, market commoditization, and growing ethical scrutiny. To reaffirm their industry leadership, they needed a revitalized brand that resonated with both the scientific community and the public.
We discovered that Illumina's name—derived from "illuminate"—and their technology, which uses light to sequence genetic data, offered a unique branding opportunity. Anchoring our strategy around the concept of light, we reframed their brand identity to emphasize positive progress and universal utility.
I led a multidisciplinary team of brand designers, product designers, visualizers to create a cohesive visual and verbal identity centered on light. This theme was not merely aesthetic but also functional, enhancing user experience and product differentiation. For example, we applied light-based design elements to product packaging to improve recognition over time and integrated light behaviors into product interfaces to make complex genomic processes more intuitive.
To bring the brand to life internally, we developed an employee brand book using photochromic ink that revealed content when exposed to light—literally embodying the brand's essence in the hands of employees.
By meticulously crafting every element around this central idea, we elevated the user experience and solidified Illumina's position at the forefront of genomics. This holistic approach reinvigorated their brand, enhancing both internal engagement and external perception, and ensured their continued leadership in an evolving industry.
Credits
SVP, ECD, Global Head of Design: Ren Rigby
Group Creative Director: Ryan Atkinson
Head of Verbal Design: Jenn Vano
Associate Creative Director: Antonio Moton
Design: Ryan Atkinson, Sam McGuinness, Mike Wilgus, Antonio Moton, Bruno Da Silva, Jen Heezoo Son
Verbal Design: Jenn Vano, Julianna Roppo
Art Direction: Ryan Atkinson, Bruno Da Silva
3D Visualization: Bruno Da Silva
Animation: John Robert Clark Moore
Executive Director & Client Lead: Marysharon Owens
Illumina
Branding, Behavior Design, Motion Design, UX/UI, Packaging
—
Illumina, the world's leading genomics company supplying 90% of global hardware for genomic research, faced intensifying competition, market commoditization, and growing ethical scrutiny. To reaffirm their industry leadership, they needed a revitalized brand that resonated with both the scientific community and the public.
We discovered that Illumina's name—derived from "illuminate"—and their technology, which uses light to sequence genetic data, offered a unique branding opportunity. Anchoring our strategy around the concept of light, we reframed their brand identity to emphasize positive progress and universal utility.
I led a multidisciplinary team of brand designers, product designers, visualizers to create a cohesive visual and verbal identity centered on light. This theme was not merely aesthetic but also functional, enhancing user experience and product differentiation. For example, we applied light-based design elements to product packaging to improve recognition over time and integrated light behaviors into product interfaces to make complex genomic processes more intuitive.
To bring the brand to life internally, we developed an employee brand book using photochromic ink that revealed content when exposed to light—literally embodying the brand's essence in the hands of employees.
By meticulously crafting every element around this central idea, we elevated the user experience and solidified Illumina's position at the forefront of genomics. This holistic approach reinvigorated their brand, enhancing both internal engagement and external perception, and ensured their continued leadership in an evolving industry.
SVP, ECD, Global Head of Design
Ren Rigby
Group Creative Director
Ryan Atkinson
Head of Verbal Design
Jenn Vano
Associate Creative Director
Antonio Moton
Design
Ryan Atkinson, Sam McGuinness, Mike Wilgus, Antonio Moton, Bruno Da Silva, Jen Heezoo Son
Verbal Design
Jenn Vano, Julianna Roppo
Art Direction
Ryan Atkinson, Bruno Da Silva
3D Visualization
Bruno Da Silva
Animation
John Robert Clark Moore
Executive Director & Client Lead
Marysharon Owens
Strategy Lead
Alex Dempsey
©RA 2009 — 2024
DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI
JOHANNESBURG 🡒 BAHRAIN 🡒 DUBAI 🡒 SYDNEY 🡒 DUBAI 🡒 NEW YORK
©RA 2009 — 2024
DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI