Exposing the light that was always there
Illumina is the leading manufacturer of genetic sequencing technology in biotech. In 2017, it was named one of the most innovative companies after lowering the price of the genome to allow for greater accessibility. However, Illumina struggled to reimagine its brand due to shifting culture interruptions and the rising stakes for genomics. AM:Collab redesigned Illumina’s global brand identity that 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 origin. With the new redesign, light powers the brand system.
Focusing on an authentic brand behavior
The element of light became the leading idea that drove the entire design system for the Illumina brand. Through light, the design system could ignite inspiration, provide guidance, and share the spotlight with top researchers in the field. As a result, the graphic device, color, and layouts utilize light to express Illumina’s purpose.
Digital design system
Elevated by delightful interactions
Expanding the Illumina brand system, we provided conceptual guidance, interaction design, and creative direction for its modular design system. The goal of this system was to create a suite of components that could ignite inspiration around the power of technology to guide customers through the purchasing process of eCommerce checkout. Each interaction used a system of light temperatures to demonstrate the hierarchy of UI action.