Blood test startup
Genomic Insights for Infectious Diseases
Scope of Work
Stakeholder Interviews
Brand Strategy
Style Guideline
Branded Promotional Merchandise
Problem
Karius is a genetic testing technology company that can identify every pathogen a patient has been exposed to and deliver the results within a life-saving 24 hours. The technology is new. Doctors may not be aware of it, and insurance plans often don't cover the cost of the test.
Solution
Doctors needed charts and graphs to be precise and clear. We saw an opportunity to balance messages with a two-prong approach: A science-centered approach in talking with doctors and a heroic-themed, psychology-based message to health care providers and patients that helps improve outcomes for patients.
Design direction edited in three words.
Charts are clear, precise, and logical.
Mission statements edited to six words.
Origami have an uncanny likeness to microscopic organisms.
Origami theme allows for logical and whimsical messaging.
The logo pairs with a daily idea. At times serious and playful.
Expanded the visual vocabulary to include 'editorial' style imagery for abstract concepts.
Palette is based on the colors from morning to night — a nod to blood test results in 24 hours.
Origami-themed promotional items.
Doctors stay up to date on pathogens with illustrated mnemonic cards and accompanying book.
Fun engagement on pathogens through social-media quizzes.
Next Project
A Shared Vision
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