Illumina’s global brand identity underwent a remarkable transformation, capturing its essence through brand behavior inspired by the meaning behind its name—to illuminate. Light, a fundamental element in both the technology and the inspiration for its name, became the driving force behind the redesigned brand.

Integrating the concept of light, the design system ignited inspiration, offered guidance, and shared the spotlight with esteemed researchers in the field. This led to the emergence of a brand where light serves as the guiding principle, influencing the graphic devices, colors, and layouts, all meticulously crafted to express Illumina's purpose in a visually compelling manner. The result is a brand that visually reflects Illumina’s dedication to advancing genomics through clarity, guidance, and discovery.

Harnessing the energy of light to tell a story.

An omnichannel marketing campaign for Illumina, one of Fast Company’s Top 20 Most Innovative companies over a six-week product announcement

Increase in sales leads

An audience-focused approach led to a dramatic surge in brand recognition, far surpassing previous marketing efforts

Increase in awareness compared to previous marketing efforts

Seer is transforming the study of proteins—known as proteomics—through its proprietary nanoparticle technology. By enabling researchers to detect novel proteins and protein variants, Seer is unlocking discoveries that were previously out of reach. Through the brand strategy process, we positioned Seer as the Hero brand archetype in the biotech space, setting it apart from competitors. Expanding access to the proteome isn’t just a technical breakthrough, it’s a transformative shift that empowers researchers to better understand disease and improve human, plant, and animal health. 

The brand we created embodies vision and dynamism. The logo’s rounded and linear shapes represent the dynamic complexity of the proteome. A custom typeface inspired by the ‘S’ curve seen in proteomics data reinforces Seer’s scientific foundation. A bold, vibrant color palette breaks away from the muted tones typical of biotech, reflecting Seer’s commitment to pushing boundaries. 

Beyond aesthetics, the execution was designed for real impact. AM:COLLAB developed a cohesive system across the website, packaging, marketing toolkits, and IPO promotion, ensuring Seer connected with key audiences. Proteomics and genomics researchers, as well as investors, needed a brand that didn’t just represent the future of biotech but actively led the way.

Always shifting, always revealing, always pushing the frontier forward.

A new identity, website, pitch deck, and positioning enhanced the company’s value proposition for investors 

IPO valuation six months after brand launch

With a brand that clearly articulated Seer’s groundbreaking impact, we helped create the trust and excitement that fueled this latest funding round.

Raised in additional funding

Just as coral reefs provide structure and protection in the ocean, Coral Health creates a supportive environment where employees can engage with healthcare in ways that meet their unique needs. During our engagement process, we developed a system that showcases how Coral Health protects the health of a diverse workforce. Coral Health introduced new tools and programs to enhance the engagement between employees and healthcare.

At the heart of our brand system was Coral Display, a bespoke typeface inspired by the fluid curves and organic angles of coral formations. The typeface evokes the safe and welcoming environment that Coral Health provides and serves as a foundation for functional icons used across brand assets.

Through a comprehensive brand development process, we aimed to create a visually engaging and inclusive experience that empowers diverse workforces, supports their well-being, and enables them to better engage with healthcare.

Inspired by nature, designed for well-being

When your child doesn’t feel well, you want someone to help you figure out what to do. Right away. That’s the idea behind Summer Health, a text-based service that enables parents to reach a pediatrician any time. To start the project, we collaborated closely with the brand’s founders to develop a strategic messaging hierarchy. Three features rose to the top: access to physicians, ease of use, and speed of resolution. Coupled with Summer Health’s desire to communicate warmth and reassurance to worried parents, we positioned the brand as a connector: a savvy, resourceful friend. 

From there, we developed an upbeat, colorful visual system that includes a logo suggestive of both a sun and a clock, and cheeky icons that help users easily navigate to different medical conditions. The verbal system engages in gentle wordplay to emphasize how quickly and easily Summer Health helps get children back to their happy-go-lucky selves.

From worry to relief in 15 minutes

Brand launch unlocked additional $7.5 million in investments, which included funding from Chelsea Clinton’s Metrodora Ventures

Unlocked funding

We partnered with Work & Co and Snagajob to create a brand that makes finding part-time jobs intuitive and efficient. Our goal was to empower part-time workers by designing a visual identity that simplifies the search process and helps job seekers quickly filter, find, and secure roles that match their skills and preferences.

At the heart of the rebrand is a dynamic logo where the “j” transforms into a checkmark, symbolizing success and signaling when a job is found. This, paired with a streamlined and user-friendly visual system, ensures that Snagajob is not just a platform but a tool that supports and uplifts workers in their career journeys.

As the branding lead on this project, AM:COLLAB ensured that every design choice served a purpose, making the experience seamless while reinforcing a sense of empowerment and opportunity. Through strategic design and thoughtful execution, Snagajob now provides job seekers with the confidence and clarity to navigate their next steps with ease.

Helping part-time workers check off the perfect job match with Snagajob’s dynamic new brand system.

Crafting a compelling narrative around flexible payment solutions, our partnership with TempoPay redefines how consumers approach healthcare expenses. With tailored payment plans matching individuals' unique tempo, members effortlessly manage their healthcare costs. TempoPay's interest-free debit card empowers weekly or monthly payments, ensuring access to quality care without the weight of escalating expenses.

Inspired by music and sound, we harnessed the metaphorical power of beats and intensity to reflect the control TempoPay offers in setting one's payment rhythm. Through captivating visuals, including a rippling effect in the brand system, we visually represented each individual's distinct payment tempo. Our collaboration extended the metaphor with a distinct photography style, expressive iconography, dynamic data graphics, clean typography, and a high-contrast color system. The concise and brisk voice of our messaging captures TempoPay's no-nonsense approach to address the challenges of rising healthcare costs.

Healthcare payments that make your life easier, one beat at a time

AM:COLLAB worked with the founders of Biofourmis and its marketing leaders to develop a brand role—the Pacesetter—that would describe this remarkable new mode of remote care delivery. A detailed brand strategy, complete with revised mission and new values, followed suit. The brand focused on how it uses data to outpace disease and makes connections across the care continuum for patients everywhere.

The system of tools for Biofourmis stepped away from the healthcare status quo by emphasizing connectivity in their graphic system, providing a sense of calm through a palette of light neutral colors; a custom photoshoot yielded clean, modern imagery without a gown or gurney in sight. After months of development, the new Biofourmis brand launched with a fresh logo and iconography, enhanced marketing  website, event booth, internal party (including custom sneakers and attire), social media templates, and a set of sales tools to inspire the health field to join the revolution of care delivery.

Frustrated by impersonal and ineffective care, Biofourmis built an AI-driven platform that delivers personalized treatment when and where patients need it.

After our brand launch, website sessions increased compared to previous marketing efforts, with hundreds and sometimes thousands of contacts collected each month. 

Increase in website session

With our marketing templates, Biofourmis' social campaign led to 100s of leads each month.

Collected leads each month

Recognizing that independent cardiologists often spend more time managing their practices than seeing patients, CardioOne created a model of autonomous affiliation. In exchange for selling their practices to CardioOne, doctors receive operational support, profit sharing, and updated equipment and technology, while maintaining clinical autonomy. AM:COLLAB worked with the founders of CardioOne to create messaging and design that highlighted what cardiologists gained by partnering with CardioOne: a new definition of independence that improves their patient care and bottom line. 

For the visual language of dots and concentric circles–including the Os in the logo–illustrated the idea of independence within a smoothly operating network, as well as the expanded reach cardiologists achieve. Pale blue, black, and white keeps the look sophisticated, in keeping with the brand’s discerning audience. 

A website complete with custom motion graphics, brand guidelines, emails, social posts, and banner ads prepared the brand to launch.  

A central resource, a broader reach.

Under the inspiring campaign and tagline "Make it Gold," Grambling State University aims to awaken individuals to the profound legacy, dynamic network, and lifelong connection it offers. The university positioned itself as a domain of leadership, propelling fundraising efforts to new heights. By inspiring corporate sponsors and alumni to invest in a vibrant, innovative, and equitable society, Grambling State University strives to transcend mere institutional status.

The Campaign System employed a captivating celebration of the diverse leadership within the GSU community, captured through the lens of authentic, empowering, and vibrant photography by Idris Talib Solomon.

Through the new campaign system, Grambling State University shines as the leader it truly is. The metaphorical use of gold symbolizes that investing in GSU's advancements helps transform the next generation of leaders into gold. The bold incorporation of gold, along with empowering photography and inspiring messages, showcases GSU's profound legacy at every brand touchpoint.


Where ambition meets opportunity, and turns to gold.

Born in Portland, driven by a mission to revolutionize drug discovery. With their engineered E. Coli, Absci unlock life-saving potential, transforming it into a potent human protein factory, unveiling a new era of possibilities in the industry. We embarked on rebranding journey with Absci, creating a brand system and narrative that celebrated their culture of continuous questioning, deep thinking, and relentless learning. We firmly believe that this mindset is the key to conquering the impossible and realizing the true potential of drug discovery and development – faster, better, and smarter than ever before.

In our partnership, we crafted a brand that embodies Absci's unwavering commitment to pushing boundaries and defying limits. Through a captivating brand story and visual identity, we aimed to inspire and engage audiences, showcasing the incredible possibilities that arise from a culture of constant exploration.



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Case studies

Illumina

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Seer

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Coral Health

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Summer Health

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Snagajob

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TempoPay

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Biofourmis

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CardioOne

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Grambling State University

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Absci

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