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Rebrand.
Imagine a business that takes samples of your blood and analyzes it to produce a genetic blueprint of your health for today and tomorrow—your risks, patterns, probabilities, and possibilities. And as you grow older, and as science develops, this business can help you continually adapt, live better, and maybe live longer. You need a PhD in biochemistry to grasp the science behind it. But those PhDs needed our help wrapping their futuristic health offering within a consumer brand that can speak to anyone.

A Hidden Branding Challenge
At first, GoodCell wanted us to redesign their website. As we dove into their business, industry, and consumer research, we realized that before designing a site, we needed to help GoodCell find themselves—who they are, not just what they are. We didn’t want them to disappear into a sea of “healthy aging” tropes (e.g., images of happy grandparents playing in the yard). Nor did we want them to be confused with at-home genetics tests like “23 and Me”. Our clients agreed, and we got to work on a new brand—from scratch.

From Lofty Science to a Concrete Identity
Our first step was to hold a brand workshop to define their brand archetype and pinpoint a custom identity for GoodCell. Not just a new logo, but a coherent way to connect their brand’s values, behavior, and passion for unlocking a path to healthy living that never existed before.The archetype we collaboratively selected: The Pathfinder. Pathfinders are supremely focused, passionate explorers who forge ahead into the unknown while never succumbing to waywardness. Without them, none of us could advance.

Turning an Identity into a Consumer Brand
From our archetype, we were able to establish a range of guidelines for the brand: its personality, voice and tone principles, a new logo, a visual identity, a design system, color palette, fonts—everything. For example, we gave our Pathfinder a personality by acknowledging that GoodCell’s mission is “to give people the advantage of ongoing scientific innovation as it shapes the future of health care” through a value proposition of“Life. Changing. Science.”—and doing it in a “Human, Confident,Methodical, and Bold” way. Our language, in contrast, needed to be“precise, direct, and intelligent,” but also grounded in the world of our consumer (“Goodbye to Googling Symptoms”). Our palette, fonts, and photography are completely focused on bridging the gap between science and life, giving both form and a visual essence to GoodCell’s brand promise.