23andMe
2008 REBRAND 100 Winners > notable
Industry: Consumer Goods/Services/Healthcare - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - 23andMe is a pioneer in the emerging field of consumer genetics. The privately-held company empowers individuals to affordably and securely discover and understand their own genetic code. This information edifies the individual, but also contributes vitally to society by helping to populate a common, standardized resource of genetic information to accelerate the development of new diagnostic solutions and life-saving drugs. Challenge - Developing a trustworthy and compelling brand in the often intimidating new world of personal genetics was the challenge. Strategy - The new identity developed for 23andMe presents the brand as scientific, but never clinical; personable, but never chatty. The visual space surrounding the brand is bright, but not stark, like so much of the healthcare and pharmaceutical landscape. The 23 different iterations of the logo play on the human chromosome, while the bright color palette highlights the boldness of 23andMe’s unique foray into consumer genetics. Result - Company co-founder Anne Wojcicki has praised 23andMe’s new identity as accessible and upbeat. The identity, she says, successfully reduces the intimidation associated with the field of personal genetics, thus distinguishing the 23andMe brand in an emerging and exciting field. Credits: Client: 23andMe - www.23andme.com Brand Strategist/Designer: MetaDesign San Francisco - www.metadesign.com Creative Directors: Matt Rolandson, Brett Wickens Brand Strategist: Matt Rolandson Designer: Dante Carlos Project Manager: Kim Appelquist Production: Gary Wraith, Jeff Allison [back] |
