GENOTIX BIOTECHNOLOGIES:

TURN-KEY BRAND IDENTITY SPRINT IN UNDER 7 DAYS

Ever notice that everything once considered impossible eventually becomes the status quo?

I partnered with the founders & executive leadership of biotech startup Genotix to lead their executive team through a bespoke brand identity sprint process designed and executed from start to implementation in under seven days.

My client partners were asked to supply category background and key product intel while participating in five rounds of one hour collaborative creative sessions to help generate insights and wrestle with the answering the best questions we could possibly ask.

The results of our work together are presented below…

One insight that stood above the rest is as simple as it is compelling:
”When Green & Blue come together, Ability Happens”

PROCESS OVERVIEW:

Attacking the creative heresy of FAST, GOOD & CHEAP

As someone who has personally executed over 50 career brand launches and enterprise rebrands, I’ve often looked back at the end of the process (sometimes after a year of creative slogging if its a global brand!) and thought “we could have done that faster, wouldn’t that be nice?”.

Finding out How much faster is of course a dangerous game. But the question, “how fast and how far can we possibly go?” has shadowed me on virtually every assignment for the entirety of my career. Time optimism in a creative career is a dangerous habit: A lot like running up a flight of stairs backwards carrying a box of scissors. It’s only a matter of time before you wind up at the bottom with nothing to show for your antics but a very bad haircut So when the given a seven day window and an opportunity to work with a genetic biotechnologies startup, I took the opportunity and set to work prototyping a brand identity sprint process with very specific guardrails to make sure that we delivered a high value & high quality results (in under seven days).

METHODOLOGY: ONLY WORK ON WHAT’S WORKING.

The core premise of the process we leveraged is that the more time spent improving too many fruitless ideas prevents the team from helping a good idea get closer to great.

KEY DIFFERENTIATOR:

BLUE & GREEN FLUORESCENT NANO PARTICLES COME TOGETHER FTW

Genotix (jen-ˈō-tiks) breakthrough technology—Liquid Nanoarray Digital Assay (aka LINARDA)— LINARDA enables digital detection of single proteins or nucleic acids by flow cytometry analysis of biomarker-linked nanoparticle complexes by employing the use of proprietary monodispersed fluorescent nanoparticles, select antibodies or probes, and advanced buffer and sheath hydrodynamics to enable high-resolution particle characterization. Nanoparticle complexes move through a flow chamber, where a laser excitation characterizes and quantitates biomarker complexes, enabling single-molecule registration.

This technology allows for the analysis protein or nucleic acid composition in liquid specimens at single-analyte resolution in under two hours.