In the fight against chronic diseases, Allelica do innovative things with clinical genomics. We redesigned their identity to make the field more inviting.

Company

Allelica is a genomics software company driving the transition of Polygenic Risk Score, from genomic research to clinical application. The company uses cutting-edge technology and machine-learning algorithms to accelerate research and translational clinical genomics in Precision Medicine.

Challenge

After switching from a B2C to a B2B business model, a new strategic positioning was put in place. We were asked to help reimagine the brand’s identity in such a way that it would make the field of personal genetics less intimidating. This would allow the brand to distinguish itself by opening up an emerging and exciting field in an appealing way.

Output

We designed an entire visual identity system using the shape of the allele – a variant of DNA sequencing. It included infographics, flexible grid systems, art direction, colour palettes and textures. And to create a softer and more inviting personality, we developed a suite of illustrations using the new colours. Now Allelica can communicate hard data with an illustrative design language and a contemporary yet friendly tone of voice.