USING GENETICS TO CRAFT ADDICTION TREATMENT
A leader in several medical circles, Dr. Michael Genovese has been at the forefront of addiction treatment by utilizing an individual’s genetics as a tool to personalize care. For much of the past few decades, serious addiction to drugs and alcohol was treated through a trial and error process, often taking months or years. Genovese Medical has been at the forefront of genetic sciences, eliminating the guesswork in recovery medicine and bringing relief more efficiently to those suffering from these conditions.
Our task for Genovese Medical was two-fold: craft a brand that communicated personal care and scientific advancement, and secondly, build a flexible, yet beautiful web platform that would serve as a person’s first step on their road to recovery.
THE LOGO MARK
The Genovese logo emphasizes the necessity of genetics testing for a full and successful recovery. We worked off of the well-known phrase “the road to recovery..” And tried to place Genovese’s expertise on that road. It was clear that recovery medicine was a trial and error process which took months or years for full results. Using genetics, you can cut down the length of the recovery process by crafting unique, personal care. For us the symbol that represented that shortcut was a bridge. We immediately fell in love with the concept: on the road to recovery, genetics is the bridge to get there. To further drive the concept home, we used the visuals of a nucleic acid sequence and double helix to communicate the genetics process behind Genovese's practice.
Building off of the simple line's of the logo mark, we developed a brand and icon system to be used in web and print applications.
SIMPLE & PERSONABLE WEB PLATFORM
MINIMAL UX & STRESSLESS UI
Our initial task was to create a friendly and clean portal in which potential patients or their family members would be able to learn more about these treatments. It was important to limit the pathways a visitor could take while navigating the site. Our principle was to offer only what a visitor needs to make a phone call to receive more personalized answers to their unique situation.
The type treatments and color palate was used to communicate clearly yet calmly. This can be a stressful time for all parties involved and maintaining a simple user experience throughout patient related service pages was paramount.
WALKING THE WALK, TALKING THE TALK
A large part of the Genovese Medical web effort was helping Michael and his team craft a message that communicated their 15 years of medical expertise. It was important to provide necessary specifics to industry leaders while not overwhelming non-industry visitors with medical jargon.
We worked to write copy and tag lines that appealed to virtually opposite audiences but would still relay scientifically complex concepts and procedures in a straightforward way.