The Challenge:

Navigating through the evolving landscape of the Illumina brand, I faced the task of conceptualizing a design solution that would not only embody the essence of genomics but also seamlessly align with the brand's development journey. The challenge was to create a design that was not only distinctively ownable but also instantly recognizable from a distance.

The Goal:

My objective was clear: to create a design that exuded freshness while ensuring it remained consistent with the ongoing brand evolution. It was crucial that the design didn't perplex either our employees or the wider public amidst the rebranding process. Moreover, I aimed to leverage this opportunity to educate the public about our mission and how they could be a part of it.

The Solution:

To achieve this, I embarked on a journey of integrating elements from the existing brand identity, such as the genetic code (ACTG) and the iconic Illumina pumpkin colors, while infusing subtle yet impactful new elements like contour lines, alternative gradients, and a revamped call to action.

The Results:

The fruition of this endeavor was evident in the successful execution of the design, effectively amplifying brand awareness and integrity among the public. This strategic approach led to a notable increase in traffic to Illumina's career landing page on Illumina.com, empowering the public with a deeper understanding of our mission to advance human health.