GeneDX
A genomics diagnostic leader gets a new brand visual identity at a pivotal moment.
CASE STUDY / GENEDXA strategic pivot and change of leadership is a critical moment for an organization. Showing a “fresh face” sends a clear and positive message to the marketplace.
GeneDx had a great platform and a noteworthy and big vision. The brand needed to be capable of reflecting that. We created a new mark for GeneDx that spoke to their diagnostic platform and combination of services.
Bold color sets allow for clean graphics and smart typography, with space for photography and information-dense illustrations. The resulting visual identity was seeded to grow with the company and their customers.
Project Services
Brand Visual Identity
Logo Design
Template Design
WRAP-UP Evaluating brand equity is critical during the M&A process. is + at played an instrumental role in identifying and building upon GeneDx’s value, driving the rebranding process.
In 2022 GeneDx was acquired by Sema4, a a patient-centered health intelligence company. After the merger, Sema4 opted to amalgamate under the GeneDx brand, retaining the new visual identity created by is + at, as their masthead to build upon their expanded vision.