Blueprint Genetics
Challenge
Founded in 2012, Blueprint Genetics is a start-up with offices in Helsinki, San Fransisco, and Dubai, employing over 100 people and 800 clinicians internationally. Their proprietary, core technology enables patients to make potential treatment and lifestyle choices based on a deep understanding of their own genetics for rare genetic disorders that are difficult to diagnose otherwise.
The visual identity, designed originally by other agency, needed further development to better respond to the needs of the company, which had grown rapidly after its establishment.
Solution
The original visual identity was based on a graphic code (mainly present in the logo), in which each letter of the alphabet is assigned with a color bar, replicating the visuality of DNA proteins.
Based on the visual identity audit I conducted for Blueprint Genetics, my studio revamped the identity with the goal of making it more playful, colorful, and inspiring. The graphic code, previously in a minor role, was developed into the bold and expressive patterns, which can be used to take over the photos and surfaces of the brand applications. More intensive tones were defined for the color palette and more contrast for the use of typography.
Team:
Creative direction: Antti Hinkula
Design: Antti Hinkula, Matts Bjolin