ABOUT

GoodCell analyzes small samples of blood to produce gene-based blueprints of peoples’ health—risks, patterns, probabilities, possibilities. They help people ask better questions, take better precautions, and live better, too. You’d need a PhD in biochemistry to grasp the science behind it. But to go to market, GoodCell needed our help articulating a brand that could speak to people without doctorates—a modern, digital-first brand identity, complete with a brand archetype, guidelines, toolkits, a redesigned website, a welcome experience, and social/digital advertising.

GoodCell’s offering includes the following: 1) a personalized medicine 2) the ability to anticipate and treat future disease; 3) multiple healthcare services and technologies, including genetics, diagnostics, biobanking, and cell therapies. It’s hard for consumers to grasp one of these, let alone all of them. We had to distill their complex offering into a simple, compelling brand proposition.