Unite Genomics:
Brand Identity
Completed: April of 2019
SERVICESBrand Strategy
Logo & Identity System
Motion Design
Website Design
Messaging
Collaborators
Uniting patients with cures
Unite Genomics uses AI to help patients and their families accelerate medical research and find cures to diseases.
Unite’s brand needed to be balanced: vibrant and uplifting (to encourage patients to join), while also solid and trustworthy (since they handle sensitive medical data).
Identity Exploration
In my brand strategy sessions with the founders, it became clear that a key aspect of getting the identity right would be developing a unique visual language to represent genomics and DNA, while steering clear of generic double-helix imagery.
I partnered with Jessica Strelioff to develop an identity around this challenge. We explored several directions, summarized here:
Identity System
The final identity system was inspired by the spirograph: a classic toy for making looping designs with a single line. It reminded us of the top-down view of DNA (as if looking through a tube), and abstractly represented unity.
The system can support an infinite number of unique spirograph designs, which can be used to represent specific diseases, patient communities, or data sets.
The color, typography, photography, illustration, and layout styles came together to create the balanced, uplifting-yet-trustworthy tone that we were aiming for.
