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Genedrive
Brand Identity
Creating an impactful new brand identity for a global leader in molecular diagnostics. Using creative concepts to achieve commercial objectives.
Genedrive PLC is a molecular diagnostics company, developing and commercialising a molecular diagnostics platform that is low cost, rapid, versatile, simple to use and robust. The Genedrive® platform is used for the diagnosis of infectious diseases and for use in patient stratification (genotyping), pathogen detection and other indications.
Following a business restructure, Genedrive PLC approached TMC to rebrand their molecular diagnostics product; Genedrive®, in-line with their new brand guidelines. Genedrive is a patented small polymerase chain reaction (PCR) platform which enables rapid nucleic acid amplification and detection via thermocycling.
The brand identity of the platform needed to be distinct from the parent company, yet compliment the overall look and feel of the organisation. This had to include the creation of new brand guidelines for the wider organisation and provide Genedrive PLC with literature to communicate the new brand guidelines for the platform to key departments.
Our Solution
Our studio team brought to life the essence of the platform by creating a logo that featured twin arrows within the negative space, hinting towards the way in which the Genedrive® processes each sample.
In addition, our studio team created new brand guidelines to showcase the brand across a range of formats. As a referral point for key teams within the organisation to use, this was rolled out to ensure that consistency remained throughout all communications.
These new brand guidelines consisted of updated colour palettes and font families, logo usage instructions and guidance on creating ID Kit (test) logos. We also took elements of the existing brand and reworked them to allow for more versitility within digital and print applications.
With the new, impactful branding in place, the guidelines were also applied to new technologies emerging from Genedrive PLC, including apps, user manuals and the platforms user interface.
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