Illumina rebrand

Illumina, headquartered in the vibrant city of San Diego, California, stands as a leading biotechnology giant. The company specializes in developing, manufacturing, and marketing sophisticated integrated systems designed for analyzing genetic variation and biological function.

The birth of the new Illumina brand concept took cues from the vivid colors of the visible light spectrum, directly inspired by Illumina's advanced sequencing technology. Developing this idea involved delving into creative exploration, where I explored various ways to convey brightness using basic color principles. Using cooler colors added seriousness to discussions of technical details or moments calling for empathy, while warmer colors added excitement to announcements of new technology or thrilling events.

Co-leading the Illumina rebrand, I guided the creation of a broad array of brand assets, from print materials like mailers and posters to digital formats including email campaigns and webpages. My work ensured a unified brand experience across both physical and digital realms, engaging audiences and enhancing Illumina's presence.

I played a crucial role in collaboration, presenting designs to senior team members for feedback and refining our approach to align with our vision. I also nurtured a supportive environment, encouraging open, creative feedback from all design levels, fostering innovation and the best iterations of our new brand.

In essence, my role in the Illumina rebrand was instrumental in producing compelling brand assets and fostering a team culture that prioritized creativity and collaboration, driving the project toward success.