—— Branding
Blood testing startup
Genomic Insights for Infectious Diseases
Scope of Work
Stakeholder Interviews
Brand Strategy
Style Guidelines
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 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.
Insight
Doctors needed charts and graphs to be precise and clear with a respectful approach to getting their message across. We saw an opportunity to balance messages of scientific advances with an emotional appeal that improves patient health.
Solution
We took 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 actually helps improve outcomes for patients.
The design direction edited to three words.
Charts are clear, precise, and logical.
Mission statements and condensed them into 6-word phrases.
Origami sculptures have an uncanny likeness to microscopic organisms.
The origami theme allows for messaging that can range from logical to whimsical.
The logo pairs with a daily idea. Sometimes serious. Sometimes playful.
We expanded the visual vocabulary to include 'editorial' style imagery to express abstract concepts.
The color palette is based on the colors from morning to night — a nod to blood test results in 24 hours.
Origami theme applied to promotional items.
Stress is deadly, but has less effect on health if you view yourself as heroic in the face of stress.
Doctors could stay up to date on pathogens over a friendly deck of illustrated mnemonic cards with an accompanying book.
Learning about pathogens through social-media friendly characters.
Next Project
A Shared Vision
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