Google Play Esports Business transformation
As the gaming industry continues to
In its 20-years, Illumina has grown into a global powerhouse in the genomics processing industry. With over $3BN in annual revenue, over 70% of the world’s sequencing is done on Illumina machines. In 2018, Illumina approached my team at R/GA to lead a year-long brand refresh project to usher in a new chapter in Illumina’s history.
Our goal was to take Illumina’s identity from a corporate brand to a Connected Brand, one that went beyond a logo and into the world of human-centered design. As the genome is made more accessible through services like 23andMe, there are new obstacles to address, such as increased public scrutiny and competitive pressure. Our challenge was to position Illumina at the forefront of this burgeoning industry, both in technological innovation and thought leadership.
We had to design a system that represents Illumina’s mission and purpose across every aspect of its organization — from a booth at an industry convention, to the screen on a genome sequencer to in the onboarding materials for new hires.
RESULTS On January 13, 2020 Illumina unveiled its new brand in conjunction with the launch of its newest product, the NextSeq . In advance of the launch, I closed two major additional contracts with the client, one to design the machine interaction interface (pictured below) and the other to oversee the communications and product portfolio strategy in tandem with the launch. This additional work grew the account by 50% and nettrf a project margin of 43%, the highest in the agency for 2019.
Capabilities
Brand strategy
Masterbrand design
Qualitative testing
Quantitative testing
Brand activation
Brand guidelines
Skills
Organic growth negotation
Digital playbook
Executive client management
Workshop development
Conference keynote