Illumina’s global brand identity uniquely expressed its purpose through a brand behavior derived from the origin of its name—illuminate. Light is the core element found in both the technology and its name. With the new redesign, light powers the brand system.
We rebranded Seer with a grid based on four unique technology attributes. This grid created a system to produce infinite illustrations of dynamic ‘S’ curves unlocked by the nanoparticles. Similar to the protein produced inside of our bodies, its brand is always moving and changing to showcase the range of protein complexity.