Coriell Life Sciences
Crafting a New Identity for an Industry Pioneer
The
Challenge
Our
Approach
The
Result

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.
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. Our life science marketing experience and findings from Coriell let us craft 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.
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.
Branding

The Coriell Life Sciences logo is the cornerstone of our visual identity. It’s a guarantee of quality and our promise to deliver on the knowledge and insights we are able to derive utilizing precision medicine. Our logo is a unique piece of artwork. The proportion and arrangement of the wordmark have been specifically determined and the “E” contains a coded word. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand’s power. To preserve its integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space for the Coriell logo is defined as the height of the “O” in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.
Visual Identity
