Agency: The Many
Role: Art Director, Designer
Copywriter: Evan Chiplock
Designer: Zach Williams
CD: Blake Marqui
Copywriter: Evan Chiplock
Designer: Zach Williams
CD: Blake Marqui
You have questions, your genes have answers.
Clinical by nature. Personal by design.
With a JPMorgan-backed launch, credibility wasn’t the issue, connection was. That's why we moved from stock to real people, moving Invitae from clinical to personal, so it could live beyond the lab.
With a JPMorgan-backed launch, credibility wasn’t the issue, connection was. That's why we moved from stock to real people, moving Invitae from clinical to personal, so it could live beyond the lab.
From Genetics, Health
Below are frames for an animated story, revealing the sloagan line by line.
T A C T G G T A C C T G A T G C T G A C G T G A C A A T C T G A T G C T G A C G T G A C A A T A C T G G T A C C G A C A A T A C T G G
T A C T G G T A C C T G A T G C T G A C G T G A C A A T C T G A T G C T G A C G T G A C A A T A C T G G T A C C G A C A A T A C T G G
BRAND[ING] NEW GENES
Invitae’s identity leaned solely on stock photos, which conveys the opposite of warmth. We focused heavily on casting and photogrpahy to convey the authentic and human side of the Invitae brand.
Working alongside design director jorgeandrade.studio, we developed a holistic brand style guide.
BRAND PHOTOGRAPHY
A minimalistic shoot allowed us to focus on our subjects connection and introduced warmth to an otherwise clinical brand.
Keeping wardrobe simple yet sophisticated elevated the brand wihtout being distracting.
Note to self: Always ask when nap time is.
Hey, my name’s Kristi Orozco
Welcome to my space.
Get lost~
