Coriell Life Sciences

Crafting a New Identity for an Industry Pioneer

Branding Design & DevelopmentWebsite Design & Development

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

Typography

To help provide a consistent, unified look in the Coriell brand’s use of typography, the Brandon Grotesque and Zilla Slab typefaces should be used on all communications. The thick and thin quality of Brandon Grotesque’s sans serif characters is simple yet distinctive and supports the competent and innovative personality of the Coriell brand. It is recommended that headlines be set in Brandon Grotesque all caps. Zilla Slab is a contemporary slab serif, constructed with smooth curves and true italics, which gives text an unexpectedly sophisticated industrial look and a friendly approachability in all weights. It helps support the sincere facets of Coriell Life Sciences’ personality. Zilla Slab is recommended for body copy in digital and print applications where appropriate.

Photography

Photographic imagery is a critical component to further establish the Coriell brand identity. Consistency in photographic style and subject matter is necessary to convey our brand promise: The Power of Precision Medicine. Delivered. Imagery selections should work to tell this story in a powerful and positive way. Groups of people should be engaged, portraits of everyday people emote well-being while medical professionals emote confidence. A gradient overlay from the approved brand palette is applied to photography to provide flexibility and strengthen the visual connection with Coriell Life Sciences.

Mood Board

Website Design & Development

Iconography

Packaging Design

TRIOSE

A Fresh Brand for a Healthcare Logistics Challenger

Branding Design & Development

The
Challenge

Our
Approach

The
Result

TRIOSE, a growing healthcare logistics company with an aggressive expansion plan was in need of greater brand awareness to achieve its goals. Despite offering unique and effective solutions, it was difficult to cut through the noise of their larger competitors in the industry. They needed to validate their brand’s position, develop a strategy to put their message in front of a wider audience, and move forward with a clean and cohesive look. TRIOSE turned to D2 Creative for a fresh perspective. In such a competitive marketplace, it was critical to keep customers and their needs first and foremost. Holding a Brand Discovery Workshop can define those customers and needs, as well as how TRIOSE directly solves them.
Our goal was to build TRIOSE a unique and ownable position in the market that their competitors couldn’t reach. Through our brand workshops, we identified key differentiators, which included their personalized, customizable solutions and hands-on, white-glove service. But, showing these benefits to healthcare systems required changes to how the company presented itself. Their current branding struggled to tell consumers what it was that set TRIOSE apart, so we set out to change that through an overhaul of their online presence. We updated their website with an enhanced visual identity, which incorporated a more comprehensive color palette that highlighted the brands organizational attributes, and an expanded image library into a cohesive brand style. We then channeled this new brand into a complete overhaul of their existing content to ensure their site could truly speak to the offerings, benefits, and story of TRIOSE.
The rebranding helped give TRIOSE the edge it needed to carve its own niche in the healthcare logistics industry. With a higher focus and more visibility on the things no other company could provide, TRIOSE gained the foothold they needed to grow their place in the market. Having a fresh understanding of the brand, its audiences, and their needs also helped D2 Creative and TRIOSE more easily leverage digital advertising tactics to target prospects and market to them. The brand validation efforts were further supported by the creation of our “What If” campaign message and theme, accompanied by an ambitious video and digital marketing effort built to show potential partners the unique ways in which TRIOSE is equipped to meet the challenges of today’s healthcare systems.

BRANDING

A triose (ˈtrīōs) is a monosaccharide, or simple sugar, containing three carbon atoms. It’s a “building block of energy.” The teal “dots” that are incorporated into the visual identity represent the organization’s original core offerings while the deep blue “dots” represent the broader offerings TRIOSE has developed over the years as it continues to realize its position as a true leader in providing solutions.

VISUAL IDENTITY

TYPOGRAPHY

To help provide a consistent, unified look in the brand’s use of typography, Montserrat and Source Serif Pro typefaces should be used on all communications. Montserrat was inspired by the old posters and signs in the traditional Montserrat neighborhood of Buenos Aires. This supports the Competent personality dimension of TRIOSE through its geometric sans-serif letterforms. Geometric sans-serif typefaces build on geometric shapes like near-perfect circles and squares. It represents minimalism, simplicity, and cleanliness. The style has been adopted by many leading and progressive organizations and is considered uniquely American. Montserrat is countered with Source Serif Pro. Source Serif Pro is a serif typeface designed to complement modern sans serif typefaces. Although this is a traditional letterform that reflects the Sincere personality dimension of TRIOSE, the shapes are simplified and highly readable on-screen.

PHOTOGRAPHY

PEOPLE Represents the people-to-people service TRIOSE provides. These can be representative of the TRIOSE team or their customers. These can include people working in small groups, collaborating, focusing, and thinking. They can include a single person or larger groups of three to four. People should not be looking at the camera or look staged. These should feel candid and reflect compassion, collaboration, and a sense of pride.

Photography

HEALTHCARE AT WORK These images represent healthcare workers in service, focusing on the patient because TRIOSE has delivered for them. These images should be tight, focused, and compassionate. They can highlight the hospital items that TRIOSE makes possible—there when they need them. These should feel more candid. Subjects should not be looking at the camera.

Photography

INNOVATION These images represent data flow, analytics, insight, and the concept of “making the invisible visible.” These can include abstract images like connected data points, composited images like location points on a bird’s eye view of roadways, data on computer screens, and close-up views of faces/eyes interpreting the data.

Photography

LOGISTICS/SUPPLY CHAIN This photography represents the flow of materials, data and commerce. These images can be an abstract representation such as an overhead shot of a complex highway system or more grounded in the day-to-day like packages and parcels being scanned. These should be images of things rather than people.

Web Design & Development

MOBILE WEB DESIGN & DEVELOPMENT

MediMedia Health

Re-branding for a Healthcare Business in Transition

Branding Design & DevelopmentContent DevelopmentWebsite Design & Development

The
Challenge

Our
Approach

The
Result

After the consolidation of several business units, MediMedia needed rebranding to support the company’s integrated services and solutions offerings. Since they needed to hit the ground running, they asked healthcare agency D2 Creative to launch the new brand in just two months. The brand strategy had to be solid and enduring, yet flexible enough to accommodate an organization in transition, as new acquisitions were on the horizon.
We developed a new, iconic, visual identity system that incorporated the service and solutions product architecture as well as the company’s core mission and values. Strong brand cues helped MediMedia Health build brand recognition and brand equity. We developed brand identity guidelines to ensure brand continuity among internal and external teams. The new website (which included a content management system) presented the brand’s product and service offerings. We also supported the sales teams, writing and designing custom PowerPoint presentations for seven product/service groups.
Companies make a big investment in branding and visual identity, and a good brand should be able to stand the test of time. With our healthcare branding expertise, the MediMedia brand is as strong as ever despite its changes over the years.

VISUAL IDENTITY

ICONOGRAPHY

MOOD BOARD

PHOTOGRAPHY

Coopergenomics

Serving a Global Audience with an Adaptable Site

Branding Design & DevelopmentSEO & SEMWebsite Design & Development

The
Challenge

Our
Approach

The
Result

CooperSurgical acquired three pioneering, reproductive genetic testing companies, overnight becoming a market-leading provider of preimplantation genetic testing. The audiences for these products were historically IVF professionals and clinicians; however, several products were going to be marketed directly to consumers in both the US and abroad. Compounding the complexity, the products are labeled and marketed differently outside the U.S. CooperSurgical looked to D2 Creative to unify the positioning, combine the websites and organize their overlapping product offerings. Our challenge was twofold: serve a global audience with a single site, and give a “friendly face” to cutting-edge science and technology.
An Unintimidating Look and Feel A key audience for the site is couples looking to start families. So they featured prominently in our design. To help explain complex scientific content, we employed simple illustrations and iconography. The navigation was streamlined to allow quick access to content and improve the brand experience. Product content was organized into “Who? What? Why? How? and When” categories, making it easier to understand.
Geo-Location Based Content Depending on the geographic location of the user, the new site had to present regionally-appropriate content. Using browser geolocation detection we are able to switch out product names, page content, navigation elements and images based on each visitor’s location. What’s more, all of this happens “behind the scenes” within one site, without the need for separate administration or publishing. Maintaining multiple websites can be expensive. By creating one site that serves consumers globally, we were able to significantly reduce costs and workload for brand managers. From a design perspective, we delivered an experience that evokes compassion while still maintaining CooperSurgical’s commitment to advancing the field of reproductive genetics. From front end to back, we’ve created a site that allows our client easy site maintenance while providing a welcoming experience for visitors.

Branding

Web Design & Development

Mobile Web Design & Development

Fujifilm Bring IT Campaign

Brand Positioning Campaign for Digital Radiography Products

Branding Design & DevelopmentPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Fujifilm performed an extensive customer research study that provided new insights into brand awareness and customer satisfaction. The results told them that customers valued the reliability of their equipment as well as their quality service and support. Our task was to incorporate these results into a revitalized brand positioning campaign for digital radiography products.
We developed a customer-focused campaign that challenged the perception that “all providers are alike.” The “Bring It” campaign defines Fujifilm as a bold, strong, confident organization that can take on any challenge, and positions their customers to do the same. The campaign was incorporated into Fujifilm’s Digital Radiography website and a series of print ads. The multi-touchpoint campaign emphasized the reliability of Fujifilm equipment and the company’s commitment to go the extra distance to maintain the service that customers expect.
We created a campaign that allowed this “challenger brand” to gain awareness and trust within the marketplace. The end result was the successful repositioning of a product to instill confidence, both within consumer interactions and throughout the organization itself. Through the “Bring It” campaign, we emphasized a message upon which Fujifilm is built: providing the best performance while offering true value to its customers.

Mood Boards

DIGITAL MARKETING MATERIALS

MARKETING MATERIALS