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

Scholl’s Wellness Co.

Better Organization and New Sales Possibilities for the Leading US Orthopedics Brand

eCommerceUI/UX DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Dr. Scholl’s, the leading insole, orthopedic, and foot care brand in the US, needed to move away from their existing website after a change in company ownership. The existing website was controlled by the brand’s former owners, but more than that, the Dr. Scholl’s team wanted to take this opportunity to reimagine the organization and presentation of their products, and enhance the overall user experience. Most importantly, they wanted to add ecommerce functionality and capture direct sales through the website instead of driving people to separate retailers. Because of our experience in the industry as well as our extensive design and development capabilities, they engaged D2 Creative to create the new site.
Optimizing the Dr. Scholl’s website and implementing eCommerce were our priorities from the start of this project. With input from the client on key concerns, we used data collected from heat maps of user activity coupled with our orthopedics marketing knowledge and insights from our UI experts to determine what the most important on-site issues to address were. We oversaw a complete overhaul of how product information was organized on the site, grouping products into the categories and subcategories that would make them the easier for consumers to find. This coupled with the addition of a new eCommerce platform allowed for direct sales on the website, a functionality that was previously missing entirely.
Our updated organization of content significantly helped simplify the visitor’s experience on the site. With the new product grouping, visitors could more efficiently find the insoles, orthotics, and foot care products that are right for them. Rather than just search by product or product type, visitors could also search by symptom or condition and find products that would help them feel better. Interactive elements like the Insole Advisor quiz kept visitors engaged and entertained. Additionally, the newly added eCommerce functionality opened up a new opportunity for revenue that Dr. Scholl’s did not capitalize on previously. Adding eCommerce functionality helps keep customers on the site as they make purchases, delivering a seamless website experience.

Web Design & Development

Mobile Web Design & Development

IEEE EMBS

Optimizing the Social Media Presence of an International Biotech Society

Website Design & Development

The
Challenge

Our
Approach

The
Result

The Result IEEE’s Engineering in Medicine & Biology Society (EMBS) has a long-established YouTube channel filled with educational and thought-provoking videos for the biomedical engineering community. However, subscribers, views, and engagement were low, driving EMBS to revisit their social media marketing strategy. EMBS collaborated with D2 Creative to produce many of their videos. Given our existing partnership, as well as our experience in social media marketing, EMBS turned to D2 Creative to help make sure that as many people were finding and engaging with their YouTube content as possible. Over the course of our initial audit of the YouTube channel, a handful of issues became immediately apparent. Missing descriptions, randomly generated thumbnails, and underutilized tags were hurting the search engine optimization (SEO) of each video. Additionally, the channel itself lacked some key optimizations for encouraging engagement.
We got to work updating the library of nearly 200 videos with optimization best practices. This meant going through the content of the videos and determining the tags that best suit each one. Additionally, we incorporated these tags within updated titles and descriptions to further boost their effectiveness. Other video optimizations included adding end cards asking users to view additional curated videos and subscribe, and utilizing YouTube’s chapter system to break up longer videos. During our audit, we determined a number of ways to improve the channel itself as well. This included updating the About section to feature more relevant and search-optimized copy, grouping related content into easier-to-access playlists, and setting up channel watermarks to promote brand awareness and encourage subscribing. We also designed a variety of custom thumbnails to create a cohesive brand identity across the channel. Finally, we created a short, 30-second channel trailer to introduce new visitors to EMBS. The video was designed to also be useable for promoting the channel on other social media platforms, in paid advertisements, or in email marketing campaigns.
Our efforts greatly boosted both the ranking of their channel’s videos and the overall channel performance. Our YouTube channel optimization enabled EMBS to be seen by a much wider audience than what was possible before. The results speak for themselves. In a roughly two-month period (Jun 20 – Aug 15, 2021):
  • Views increased by 38.74%
  • Subscribers increased by 2.93%
  • Watch time (hours) increased by 21.26%
  • Impressions increased by 16.49%

Results

Before & After

Video

Channel Trailer

FUJIFILM Medical Systems

Product Launch Campaign to Build Brand Awareness

Digital MarketingPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Our client was bringing a game-changing brand to the marketplace. As the challenger brand, where the dominant player owned a 70% market share, Fujifilm needed to gain more prominence. Our job was to create a campaign that could build brand awareness while maintaining the brand’s voice and values.
In this product launch campaign, we wanted to continue to emphasize Fujifilm Medical Systems’ commitment to innovation and to improving the lives of women through better diagnostic tools. Our approach to any campaign development is to understand the core attributes of the brand and the key market challenges. For this reason, we began with a brand workshop with our clients, stakeholders and their customers, even though we already have a deep history with and understanding of this brand. We saw this workshop as a starting point to ensure the campaign is both effective and the “right fit”.
As a result of our findings, we developed the “Meet Our Motivation” campaign, highlighting women and patients as the motivating factor for our client’s commitment to innovation and well-being.

Branding

Mood Board

Sales Support

IEEE Young Professionals

Helping Connect Young Electrical Engineers & Volunteer Organiz­ations

UI/UX DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

As the world’s largest professional association, IEEE has no shortage of volunteering opportunities for young electrical engineers and students, but getting them in front of the people who need their help was sometimes a challenge. The IEEE’s Young Professionals reached out to D2 to assist with reimagining their volunteering site to better provide members with a means of identifying opportunities.
We focused on creating tools to connect both young professionals looking for volunteering opportunities and the people offering them to more easily learn about what was available and connect with one another. The foundation of this was enhanced messaging capabilities and a new, cleaner dashboard design to make it easy for users to see the important details of what opportunities were upcoming as well as what they’ve signed up for. Additionally, changes were made to give users a better understanding of who they were interacting with, whether they were offering or accepting an opportunity. A new “Endorsement” system allowed users to give feedback and recommendations in a way that was easily accessible. Additionally, we included a means for users to upload their volunteer CV, feedback, personal info, and more to their profile pages to make important information more easily downloadable and accessible.
A revamped site revitalized the volunteering platform of IEEE Young Professionals, allowing them to connect more members with opportunities to enrich both their communities and their careers. Whether they’re opportunity seekers or creators, users now have more options to find the right people and the right opportunities to volunteer for.

Web Design & Development

Mobile Web Design & Development

CooperSurgical

Engaging Physicians Online

Digital MarketingWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Our client had launched a new handheld office hysteroscope, Endosee, that’s portable, lightweight and offers clear visualization. To promote this game-changing product, they needed a website that provides all the information physicians would need to change how they think about hysterocopy procedures. The client came to us with a list of must-haves for their new website. It had to showcase product features and provide how-to information. It also needed to present solid clinical reasoning, payer reimbursement information, and physician feedback. Finally, we had to illustrate how the product would impact a physician’s practice.
We know that physicians use the web just like other consumers. With this in mind, we structured the site content around common questions consumers have about a new product, like what is it? Why should I use it? How do I order it? We organized all the available materials to fit within this hierarchy, including video, webinars and clinical studies. Knowing that physicians, like any consumer, look to social proof before making a purchase, we included feedback from their peers. Knowing HCPs are likely to browse on their phones, we made the site mobile-friendly. We also set up Google Analytics event tracking so the client could better understand how users interacted with content and measure the effectiveness of their ongoing pay-per-click and display advertising efforts.
Changing the paradigm for a medical procedure is a marathon, not a sprint. Endosee is steadily gaining traction as a new standard of care, and clinicians use the product website to get the information they need. The site features a range useful content to draw traffic from searches online and is supported by email and display advertising campaigns to drive traffic to the site.

Web Design & Development

Mobile Web Design & Development

Multinational Pharmaceutical Company

Simple Speaker Contracting for a Pharmaceutical Giant

App Design & DevelopmentWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Speaker bureau programs connect brands with medical professionals and provide training and resources so that they can in turn promote the brand and its products to other physicians. HCP databases help brands keep track of the names, brand affiliations, and contracts of their promotional speakers. Our client, a multinational pharmaceutical company, found themselves lacking the tools to efficiently manage the speaker bureaus across their many brands. With no tools in place to manage much of the speaker contracting process, brand managers were left manually contacting and updating the contract status for individual speakers. This was time consuming and wasted resources, so the company asked D2 Creative to help streamline the process.
What this pharmaceutical company needed was an application that could handle speaker negotiation and contract information all in one place while simplifying key parts of the contracting process. We designed and built a speaker portal that could handle all aspects of this process right on the platform. This meant that all aspects of the contract could be managed through a single login, even if a speaker was affiliated with multiple brands. We designed the application to allow for a streamlined contracting process of moving speakers from nomination to contract finalizing. Once a speaker created their profile, they could easily view upcoming events and materials provided by each brand. Brand managers could review the info of all speakers nominated for an event within a centralized dashboard and reach out to begin contracting through the portal. All necessary training was available through the application as well. Speakers would be sent training courses directly and given access to event-specific materials once they were complete, ensuring compliance and preparedness. Once contracting was finalized, brand managers and speakers could sign all necessary documents through the platform. Brand managers got automatic reminders on contract status and speaker history, helping them keep on top of their current and previously contracted speakers without any extra work.
The new system gave our client a portal for speaker bureaus that was tailored to their business and capable of managing contracts at a level that off-the-shelf applications couldn’t match. Both brand managers and speakers now have a more effective and efficient way to stay on top of contract obligations and ensure excellent work. With a centralized location for recruiting, contracting, and training speakers, the cost and complexity of managing multiple bureaus were significantly reduced. The client no longer had to resort to Excel spreadsheets and manually contacting speakers, saving time and money through every step of the process.

Web Design & Development

Drag & Drop Editor

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

Accellera

Building a Future-Proof Conference Archive

Website Design & Development

The
Challenge

Our
Approach

The
Result

Accellera’s Design and Verification Conference and Exhibition (DVCon) is one of the largest conferences in the electronics industry. For over a decade, they’ve brought together industry experts to discuss the latest advancements in systems, software, design, and more at events in several different countries each year. However, the hundreds of documents from years of conferences quickly left them with a large library of conference materials, and they did not have the systems in place to keep them organized. Materials for each region and country’s conferences were scattered across multiple websites, making it difficult to find specific videos or presentations. The D2 Creative team had been providing Accellera with technical support for several years, which is why they reached out to us to help them organize and standardize their DVCon materials in one convenient location.
Our goal was to take their conference archives from each country’s yearly event and put them all into one location on the Accellera website. This made it easier to ensure that all current and future DVCon assets would be searchable, organized, and easily available to the public. Doing this involved a large-scale publishing initiative. We uploaded all the archived documents to one centralized landing page and added search functionality to make documents from specific conferences easier to locate. Additionally, a large part of this initiative was developing an organizational framework for these conference archives so Accellera would not find itself in a similar predicament later down the line. We sorted the files into categories based on conference date and location, and gave each conference its own repository. We also set up many guidelines for standardization, such as standard filenames and title language for documents to ensure a clean and easy-to-scan look to the file archives.
Accellera now has a proper, organized archive for users looking for info from DVCon events. But beyond that, they now have standardization in place for archived conference materials to help them keep future files organized and easily accessible for years of conferences to come. Additionally, having everything in one place gave them the previously not possible ability to track analytics on what past conference content was the most popular. By understanding what gets the most views and downloads, Accellera can get greater insight on the content, topics, and formats conference attendees want to see for the future.

Katherine Johnson Foundation

Building NASA Icon Katherine Johnson the Website She Deserves

Website Design & Development

The
Challenge

Our
Approach

The
Result

The family of Katherine Johnson, legendary NASA research mathematician and subject of the film Hidden Figures, approached D2 Creative for help with a very personal website redesign project. The Katherine Johnson Foundation had a website, but the family was not happy with its cold, impersonal feel, and believed that the information on it about Katherine Johnson’s life and accomplishments didn’t do an adequate job capturing her remarkable journey. They wanted the website to tell a more personal story that spoke to who Katherine Johnson really was, not just what a Wikipedia article or Hollywood movie would tell you about her.
Katherine Johnson was more than just a character in a movie, she was a devoted mother, an educator, and a mentor. To tell that side of her story, we needed to get real insights from the people who knew her best. We arranged interviews with her daughters, colleagues, and sorority sisters, so that we could get the full picture of who Katherine Johnson was outside the spotlight. We also took the time to read all of Katherine’s published memoirs, all in order to tell her personal story. We wanted the site to reflect and support Katherine Johnson’s commitment to education. When writing for the website, we made efforts to ensure that the content was not only informative, but easily absorbable for the children she loved to teach. We also used this redesign as an opportunity to help educate children the way Katherine did in life with links to both her books and various other teaching resources.
All of our planning came together in the new design of the Official Website of the Katherine Johnson Foundation. Warm colors, carefully selected photography, and a modern look and feel helped to give the site a much more personal atmosphere than the old, plain site. The new site contains intimate biographical information, a timeline of her professional work and accomplishments, educational resources for teachers and students, and much more for people of all ages to discover and learn about Katherine Johnson. In order to help raise money for the Katherine Johnson Foundation and empower future students in STEM, we integrated a footer form on each page for easy donating.

WEB DESIGN & DEVELOPMENT

Katherine’s Story

Katherine’s Work