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Crafting a New Identity for an Industry Pioneer

The challenge


The challenge

Coriell Life Sciences (CLS), a commercial entity spun off from genomics industry pioneer the Coriell Institute, was in “pivot mode”. Moving from solely relying on laboratories as customers, CLS set their focus on enterprise pharmacogenetic testing (PGx) for identifying genetic risks in patient care including drug-gene interactions and incorporating other big data such as drug-drug interactions and lifestyle risks to help develop better treatment options. In this context, the company needed to speak to a broader range of players—including members of the public who are part of populations being targeted for this genetic testing.

CLS’ marketing materials and web presence did not speak to this new mission and the company needed to be repositioned to compete in the ever-crowding genomic testing marketplace.

Our approach

We guided Coriell Life Sciences through our brand discovery process to understand key drivers of the organization, its service offerings, how they address marketplace needs. From the findings we crafted a messaging framework that clearly articulated the value proposition in a way that resonated with the multitude of audiences including providers, medical professionals and member patients. The discovery process also fueled the visualization of the new brand identity.

DNA Test Kit
Package Design

Trade Show
Support Materials

The result

D2 delivered a stand out brand identity and message platform for a stand out company in the pharmacogenomic testing space. We’ve translated that to tactical deliverables including a brand style guide to ensure continuity, an icon library to simplify storytelling, a new website, product packaging, and trade show display materials. Now armed with the right communication tools, Coriell Life Sciences is able advance their position as a trusted provider of genetic laboratory interpretation and reporting services.