Challenge: GeneDx wanted to bring more humanity to their visual brand to better reflect the patients they serve.
Solution: In order to set the brand apart in an ownable way, I designed a figurative 'path' from the arc of the 'G' in the GeneDx logo to accompany patient imagery. This path symbolizes the clear road to diagnosis that GeneDx genetic testing offers. I applied an illuminated light treatment to evoke the sense of hope that genetic testing can provide through the answers it reveals.
Contribution: My contribution to the Creative Services team, which included a copywriter and graphic designer at the time, was to develop the visual path concept and ensure consistent application of the brand look. In addition to being a hands-on designer, my role at GeneDx also included design management, mentorship, and serving as a brand steward—protecting and guiding the creative direction of the brand.
