Innovative Gx

Rebranding a genetic testing and molecular diagnostics company

About Innovative Gx

Innovative Gx is health-tech company dedicated to revolutionizing the way we treat patients. In 2022, they were set to launch 'SmartMeds+ Pharmacogenomcs', a revolutionary patient management tool that helps healthcare providers better understand how genetics, lifestyle and current medications can impact the effectiveness of Rx treatments. Innovative Gx had also developed other tests and had just acquired a new testing facility. They needed a brand strategy for their current brands as well as set a standard for new innovations.

Deliverables:

BRAND ARCHITECTURE: MASTER BRAND

Innovative Gx needed to create a visual and verbal brand architecture for their holding company, subsidiaries, various tests and products. We chose a master-brand approach for the holding company and its subsidiaries (Innovative Gx Health for the holding company, Innovative Gx Laboratories).

LOGO: WORDMARKS AND SYMBOLS

Because we were evolving rather than revolutionizing the brand— we chose a more minimal helix symbol locked up with a bold san-serif word-mark. For the sub-brands, we used the same font and symbol colors and style for the + symbol.

COLORS: BOLD BLUE & LIGHT GRADIENT

As a rapidly growing entity its industry, we wanted to evoke trust and seriousness as well as innovation. To achieve this— we paired a vibrant blue and green gradient with a dark bold blue primary color. The secondary colors are also vibrant but are used sporadically as to avoid clashing with the primary branding.

PRODUCT NAME: SMARTMEDS+™

To ensure visual and verbal consistency throughout their portfolio, Innovative Gx decided to name subsequent brands with "Smart" as a prefix and use the same colors as SmartMeds+. This approach allows the company to establish a recognizable and cohesive brand identity, making it easier for customers to identify their products and understand their value.