Illumina

As the world’s largest genomics company, Illumina built and supplied the vast majority of the hardware that made genomics research and testing possible globally—including powering companies like 23andMe. When the company came to my team, its leadership position was threatened by the risk of commoditization and increased scrutiny as the genome entered the public conversation.

As Creative Co-lead, I partnered with the Strategic Lead to first define a brand strategy to inform business and brand decisions. Then, alongside my partner, I led the design of a new identity that could take the brand forward while securing its leadership position, readying the brand to lead a conversation on the positive impact of genomics. We built this identity out of light, fit for a visionary, Illumina, that had been lighting the way for the industry for decades. At its center was a brand character, which informed how the brand looked, spoke, and even behaved. The character was so authentic that a key stakeholder stated the brand’s essence was finally verbalized, and it became a rallying cry for employees, each their own restless luminary contributing to the future.

After the brand launch, I led the creation of a messaging approach and key asset development for product launches, drafting off the core brand Verbal Design.