——  Branding

Blood testing startup

Genomic Insights for Infectious Diseases

Pathogen_Deck_2020-04-07 at 5.14.29 PM

Scope of Work

Stakeholder Interviews

Brand Strategy

Style Guidelines

Branded Promotional Merchandise

Problem

Karius is a genetic testing technology company that can identify every pathogen a patient has been exposed to and deliver the results within 24 hours. The technology is new. Doctors may not be aware of it, and insurance plans often don't cover the cost of the test.

Insight

Doctors needed charts and graphs to be precise and clear with a respectful approach to getting their message across. We saw an opportunity to balance messages of scientific advances with an emotional appeal that improves patient health.

Solution

We took a two-prong approach: A science-centered approach in talking with doctors and a heroic-themed psychology-based message to health care providers and patients that actually helps improve outcomes for patients.

2_big_picture_kari_1280
3_interview_kari_1280
4_communicate_kari_1280

The design direction edited to three words.

5_diagrams_kari_1280
6_invisible_chart_kari_1280

Charts are clear, precise, and logical.

7_story_kari_1280

Mission statements and condensed them into 6-word phrases.

8_tech_paper_kari_1280

Origami sculptures have an uncanny likeness to microscopic organisms.

9_emotional_paper_kari_1280

The origami theme allows for messaging that can range from logical to whimsical.

0_website_kari_1280
10_dynamic_logo_kari_1280

The logo pairs with a daily idea. Sometimes serious. Sometimes playful.

12_editorial_kari_1280

We expanded the visual vocabulary to include 'editorial' style imagery to express abstract concepts.

13_color_kari_1280

The color palette is based on the colors from morning to night — a nod to blood test results in 24 hours.

14_chocolate_kari_1280
15_chocolate_trade_shows_kari_1280

Origami theme applied to promotional items.

16_note_kari_1280
17_butterfly_kari_1280
19_safe_place_kari_1280

Stress is deadly, but has less effect on health if you view yourself as heroic in the face of stress.

23_Lair_kari_1280

Doctors could stay up to date on pathogens over a friendly deck of illustrated mnemonic cards with an accompaning book.

21_enchanted_deck_kari_1280
20_enchanted_deck_kari_1280
24_go_viral_kari_1280

Learning about pathogens through social-media friendly characters.

25_message_kari_1280

Next Project

A Shared Vision

Are you an advocate for health, wellness, and social justice in need of branding and promotions?
We would love to connect with you.