Illumina

Reimagining a genomic titan

Industry

Biotechnology

Exposing the light that was always there

Brand Identities
Creative Strategy
Video & Concept Production
Visual & Verbal Toolkits
Social Media Marketing
Interface Design & User Experience
Playbooks

Illumina: Illuminating the future of genomics

Illumina is the leading manufacturer of genetic sequencing technology in biotech. In 2017, it was named one of the most innovative companies after lowering the price of the genome to allow for greater accessibility. However, Illumina struggled to reimagine its brand due to shifting culture interruptions and the rising stakes for genomics.

AM:Collab redesigned Illumina’s global brand identity that uniquely expressed its purpose through a brand behavior derived from the origin of its name–illuminate. Light is the core element found in both the technology and its name origin. With the new redesign, light powers the brand system.

Grey background with the words "We've pioneered the first chapter of this industry. The future of genomics is now, and we're committed to lighting the way forward."

Illumina totebag with the words "Carrying genomics forward"

A box with a gradient on wrapped with a label for the Ampliseq illumina product

Two corporate badges for illumina employees

Magazine spread with a woman as the background image

A portrait of a teenage boy with short brown hair and brown eyes. He is wearing a blue shirt and white shirt. He is standing in front of a orange background. He is smiling and looks confident.

Focusing on an authentic brand behavior

The element of light became the leading idea that drove the entire design system for the Illumina brand. Through light, the design system could ignite inspiration, provide guidance, and share the spotlight with top researchers in the field. As a result, the graphic device, color, and layouts utilize light to express Illumina’s purpose.