Pioneering & Luminary
Leading the biotech industry with genetic sequencing technology, their innovative approach made genome sequencing accessible.
Amidst cultural shifts and the growing importance of genomics, reimagining their brand posed challenges. In partnership with AM:Collab, Illumina's global brand identity underwent a remarkable transformation, capturing its essence through a brand behavior inspired by the very origin of its name – to illuminate. Light, the fundamental element inherent in both the technology and its etymology, became the driving force behind the redesigned brand. Integrating the concept of light, the design system emanated 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. Witness the radiant transformation that embodies Illumina's unwavering commitment to illuminating the world of genomics.
Increase in sales leads in 6 weeks
Amount of benchmarks exceeded
Increase in awareness compared to previous marketing efforts
Sharing its light with genomic researchers
As the brand expanded its horizons with the launch of the groundbreaking sequencing instrument NextSeq 2000, our brief was clear: to ignite the imaginations of genomic researchers with the immense potential this instrument held. We conceived the captivating tagline, "The future is created by you,” a rallying cry that urges Illumina's target audience to embark on a journey of sequencing more samples to unveil the unknown. This campaign repositioned NextSeq 2000 as the indispensable tool for exploring their boldest and most brilliant ideas. Our collaboration with Illumina resulted in the creation and execution of a seamlessly integrated campaign spanning branding, packaging, digital platforms, social media, print media, giveaways, and beyond.