Summer – Winter 2017
Logo Rebrand, Packaging, Illustration, Copywriting, Strategy, Booklet Design, Print & Stationery, Apparel, Mural & Signage
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.
BRANDING PERSONABLE SCIENCE
During discovery we kept coming back to the phrase “on the road to recovery..” and tried to place Genovese in that analogy. Our answer was Genetics is the bridge to get you there. We constructed a visual identity based on this concept: genetics connects you to the next leg of your recovery. Our biggest challenge was to build a logo mark that effortlessly read as a bridge but communicated genetics. We took elements of the DNA double helix as the building blocks for the bridge. These color bars, representing the nucleic acid sequence (8th grade biology FTW) became a common graphic asset throughout the brand. It was important that the brand feel welcoming and personable to those seeking treatment, so we selected a soft, pastel color palette and a friendly typographic system to match.
A THOUGHTFUL WEB EXPERIENCE
The Genovese website, being the primary interaction for patients and their families, needed to be a welcoming entry point to a very difficult conversation. Much of the initial framework was based on a copywriting strategy – in which we edited existing content to be more personable while adding new language to guide users through the Genovese practice. In addition, the website needed to exude their expertise and authority on the subject of genetic science. The website had to be both digestible information for patients, while catering to professionals seeking to collaborate with Dr. Genovese. Lastly, we created a flexible Wordpress framework that allows genovese to easily add and update their technical information.
We are so proud of our work with Genovese Medical. Creating both a brand and user experience that will better teach and connect individuals suffering from addiction was an incredibly rewarding experience.