Brand made of light

Illumina is the world’s largest genomics company, building and supplying 95% of the hardware globally for genomic research and testing. While they pioneered the genomics industry and have been the leaders in the category for over 20 years, new sets of challenges have been on the rise. Challenges like the commoditization of the technology in the field and growing ethical concerns about the different uses of genetics and genetic information, among others. We helped Illumina by creating a brand strategy that could influence both creative and business decisions, and used the strategy as the platform to create the full brand system that would ensure their business is the industry leader for years to come.

The strategy we created focused on driving positive progress of the field and ensuring that the business is constantly delivering utility for all. We built the brand inspired by their name and technology, with light at the heart of the brand we connected visual, verbal and experience design that delivered a brand that could excite and engage with new audiences, enrich their product experience and enhance their industrial design, deliver new efficiencies and utility when in packaging as well as create purpose driven environmental design.

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