Repositioning a genetics platform through a premium, human-centered brand system.
3X4 Genetics had strong science and a differentiated product, but its brand wasn't communicating the level of credibility, sophistication, or emotional connection required for a premium healthcare audience. The challenge was to transform a technical genetics company into a brand that felt modern, trustworthy, and aspirational while remaining grounded in science.
Every design decision was rooted in strategy, ensuring the brand communicates with clarity, credibility, and purpose.
Understanding the motivations, behaviors, and needs of 3X4's primary customer segments.
Evaluating the visual landscape and positioning opportunities within the genetics and wellness market.
Defining how 3X4 should be perceived through its unique value proposition, personality, and market differentiation.
Establishing the guiding principles that informed every design decision, creating a cohesive and scalable brand system.
The redesign respected the trust and recognition the brand had already established while evolving its visual identity for future growth. The objective was to retain the existing logo, color palette, and typography, while elevating the brand through a more refined, cohesive, and scalable design system.
The redesign respected the trust and recognition the brand had already established while evolving its visual identity for future growth. The objective was to retain the existing logo, color palette, and typography, while elevating the brand through a more refined, cohesive, and scalable design system.
More than a visual refresh, the project established a scalable design system that unified the brand across digital, print, photography, social media, presentations, and experiential applications.
Authentic photography replaced illustrations to create a stronger emotional connection and build trust with consumers navigating complex health decisions.
A modular social system was created to help internal teams produce consistent content without sacrificing flexibility.
The final deliverable was a comprehensive brand guideline that translated strategy into clear, actionable standards. From identity and typography to photography, social media, presentations, and digital experiences, every element was designed to create a cohesive brand that can grow with confidence.
![[background image] image of art supplies on a desk](https://cdn.prod.website-files.com/6a5fe0199a370d98757111fe/6a62a63299352e1c5b9eb5d1_DNA_Sm.png)