Turning brand clarity into
stronger lead generation

Role: creative strategy Director

Responsibilities: creative, strategy, and verbal design oversight, creative direction, executive presentations

“Leading the biotech industry with genetic sequencing technology, Illumina’s innovative approach made genome sequencing accessible.”

Project overview

Illumina’s global brand identity underwent a remarkable transformation, capturing its essence through brand behavior inspired by the meaning behind its name to illuminate. Light, a fundamental element in both the technology and the inspiration for its name, became the driving force behind the redesigned brand.

Integrating the concept of light, the strategy-focused design system ignited inspiration, offered guidance, and shared the spotlight with esteemed researchers in the field. This led to the emergence of a brand where light serves as the guiding principle, influencing the graphic devices, colors, and layouts, all meticulously crafted to express Illumina's purpose in a visually compelling manner. The result is a brand that visually reflects Illumina’s dedication to advancing genomics through clarity, guidance, and discovery.