Human connection to the product’s core

Development of the complete brand identity, visual system, and packaging design for NIPT24®

Client Genetiks Global

Services Branding, visual identity, brand guidelines, stationery & print design, marketing & advertising materials, social media & digital content, packaging

The Product

Development of the complete brand identity, visual system, and packaging design for NIPT24®, a non-invasive prenatal test (NIPT) that uses cell-free fetal DNA analysis from maternal blood. The test is recommended by the American College of Obstetricians and Gynecologists (ACOG) and the Society for Maternal-Fetal Medicine (SMFM) to all pregnant mothers, regardless of age or risk.

The Goal

The goal was to establish a brand that communicates the advanced, comprehensive nature of the genetic screening, covering all 23 chromosomes, while maintaining a feeling of warmth, trust, and sensitive care for expectant parents. The design needed to simplify complex medical technology into an accessible, supportive visual language.

The P

The letter “P” in the NIPT24® logotype was thoughtfully stylized to represent the silhouette of a pregnant woman, creating an immediate, human connection to the product’s core user and function.

Our Approach

The main visual asset is a watercolour illustration of a pregnant woman, utilising a soft, multi-coloured palette (including greens, pinks, and yellows). This artistic choice signifies the delicate nature of new life, while the blending colours evoke the merging of genetic material and the fluid, life-giving environment within the mother’s body.

The NIPT24® brand successfully balances clinical credibility (being powered by Illumina and recommended by ACOG/SMFM ) with emotional accessibility. The human-centric design, highlighted by the symbolic ‘P’ and the watercolor motif, positions the product as a supportive, reassuring choice for mothers seeking comprehensive and reliable prenatal information.

Explore, 探検

Let’s Talk, どうぞ!