The code of life
This project represents a comprehensive brand evolution marking 20 years of partnership, transitioning Genetiks Global from a clinical legacy to a modern, human-centric identity.
The Challenge: Modernizing a Legacy
After partnering with Genetiks Global to design their original identity two decades ago, we were commissioned in 2026 to lead a complete brand transformation for their 20th anniversary. The goal was to move from a traditional clinical feel to a more organic, human-centric identity that reflects two decades of trust, scientific strength, and precision.
The New Identity
We moved away from rigid structures toward organic typography with rounded corners to reflect the fluidity of life. The letter ‘K’ was specifically engineered to be perceived as an ‘X’, a direct visual reference to a chromosome, cementing the brand’s scientific core within its name. This change triggered a total overhaul of all brand elements, from corporate stationery to envelopes and business cards, ensuring a cohesive visual language across the board.
Awareness Campaign: 20 Years of Strength
To celebrate this milestone, we launched a multi-channel campaign highlighting the brand’s “DNA”:
The “In Our DNA” Series: A set of posters focusing on the pillars of Quality, Productivity, and Curiosity, reinforcing their 20-year history of excellence.
Generational Health: Billboards featuring the “fist bump” between a guardian and a child emphasize the mission of passing health through generations.
The Genetiks Club: Appreciating Loyalty
We designed a sophisticated Loyalty Club membership to reward long-term customers.
Exclusive Access: The membership provides special perks and, most importantly, secure access to private health data via a streamlined mobile app.
Digital Integration: The app and physical card utilize the new organic branding, offering a premium feel that says, “Welcome to the family”.
Functional Spaces & Environmental Branding
Our redesign extended into the physical workflow of the laboratory and visitor spaces:
Laboratory Efficiency: We redesigned the Cargo Acceptance and Sample Registration desks with high-contrast, modern graphics to facilitate a professional and organized medical environment.
The Genetiks Café: A minimalist, welcoming space designed for visitors to relax, featuring custom iconography for various beverage options.
