GeneTech Brand Refresh
GeneTech Brand Refresh
Brand and communication design for Genetech, creating a scalable system to deliver clear, user-focused genomic insights across touchpoints
Brand and communication design for Genetech, creating a scalable system to deliver clear, user-focused genomic insights across touchpoints
Brand and communication design for Genetech, creating a scalable system to deliver clear, user-focused genomic insights across touchpoints
Service
Brand Strategy &
Brand Identity Design
Brand Strategy &
Brand Identity Design
Industry
Healthcare (Genomics Diagnostics)
Healthcare (Genomics Diagnostics)
Duration
3 months
3 months
Overview
Overview
Founded in 1998, GeneTech is India’s first independent medical genetics diagnostics lab, with over 27 years of expertise in genomics and counselling.
As the brand expanded across human, animal, and agricultural genomics, it required a clearer, more structured communication system to reflect its scale and complexity
The Gap
The Gap
Despite strong scientific expertise, the brand lacked a unified communication system, creating a clear disconnect between complex genetic information and patient understanding
Messaging was inconsistent, difficult to navigate, and not adapted to different audiences, highlighting an immediate need for clarity and structure
Despite strong scientific expertise, the brand lacked a unified communication system, creating a clear disconnect between complex genetic information and patient understanding
Messaging was inconsistent, difficult to navigate, and not adapted to different audiences, highlighting an immediate need for clarity and structure
Despite strong scientific expertise, the brand lacked a unified communication system, creating a clear disconnect between complex genetic information and patient understanding
Messaging was inconsistent, difficult to navigate, and not adapted to different audiences, highlighting an immediate need for clarity and structure
Brand Strategy
Brand Strategy
The strategy focuses on transforming genomics from complex data into clear, actionable insights, it establishes a structured communication system that bridges scientific depth with human understanding
The strategy focuses on transforming genomics from complex data into clear, actionable insights, it establishes a structured communication system that bridges scientific depth with human understanding
The strategy focuses on transforming genomics from complex data into clear, actionable insights, it establishes a structured communication system that bridges scientific depth with human understanding
Brand Personality
Brand Personality
At its core, the brand combines the Sage and the Creator, balancing scientific credibility with innovation
For B2B with Sage (50%) & Creator (50%); GeneTech acts structured, evidence-based & decision-oriented
For B2C the brand combines Caregiver (50%), Ruler (40%) & Sage (10%); GeneTech acts clear, reassuring & outcome-focused
At its core, the brand combines the Sage and the Creator, balancing scientific credibility with innovation
For B2B with Sage (50%) & Creator (50%); GeneTech acts structured, evidence-based & decision-oriented
For B2C the brand combines Caregiver (50%), Ruler (40%) & Sage (10%); GeneTech acts clear, reassuring & outcome-focused
At its core, the brand combines the Sage and the Creator, balancing scientific credibility with innovation
For B2B with Sage (50%) & Creator (50%); GeneTech acts structured, evidence-based & decision-oriented
For B2C the brand combines Caregiver (50%), Ruler (40%) & Sage (10%); GeneTech acts clear, reassuring & outcome-focused
Audience
Audience
GeneTech operates across a diverse ecosystem spanning clinicians, patients, and research stakeholders. A defined audience framework guides tailored communication while ensuring consistency across the brand
GeneTech operates across a diverse ecosystem spanning clinicians, patients, and research stakeholders. A defined audience framework guides tailored communication while ensuring consistency across the brand
GeneTech operates across a diverse ecosystem spanning clinicians, patients, and research stakeholders. A defined audience framework guides tailored communication while ensuring consistency across the brand
Visual Identity System
Visual Identity System
The strategy translates into a structured visual system designed to simplify complexity and ensure clarity across all touchpoints
The strategy translates into a structured visual system designed to simplify complexity and ensure clarity across all touchpoints
The strategy translates into a structured visual system designed to simplify complexity and ensure clarity across all touchpoints
Before / After: Brand Communication
Before / After: Brand
Communication
Reworking the Genetech brand from inconsistent and data-heavy communication into a clear, structured, and actionable system
Reworking the Genetech brand from inconsistent and data-heavy communication into a clear, structured, and actionable system
Reworking the Genetech brand from inconsistent and data-heavy communication into a clear, structured, and actionable system
Brand Guidelines
Brand Guidelines
A structured brand guidelines establishing the visual and communication foundations of the brand, enabling consistent and scalable application
A structured brand guidelines establishing the visual and communication foundations of the brand, enabling consistent and scalable application
A structured baguideline system establishing the visual and communication foundations of the brand, enabling consistent and scalable application
Applications
Applications
The system is applied across multiple touchpoints, adapting to different levels of communication while maintaining consistency. It addresses earlier inconsistencies by introducing a clear, structured approach.
The brand system also extends into physical space, creating a consistent and structured experience within clinical environments
The system is applied across multiple touchpoints, adapting to different levels of communication while maintaining consistency. It addresses earlier inconsistencies by introducing a clear, structured approach.
The brand system also extends into physical space, creating a consistent and structured experience within clinical environments
The system is applied across multiple touchpoints, adapting to different levels of communication while maintaining consistency. It addresses earlier inconsistencies by introducing a clear, structured approach.
The brand system also extends into physical space, creating a consistent and structured experience within clinical environments
