Illumina / Refresh + Launch

Client

Illumina is a leading developer, manufacturer, and marketer of life science tools and integrated systems for large-scale analysis of genetic variation and function. Since its founding in 1998, the company went through a tremendous growth (2009 Forbes #1 in the top 25 Fastest-Growing Technology Companies in the United States) and evolution.

Challenge

Illumina approached us to audit their brand positioning and possibly make the necessary adjustments to reflect the true reality of their brand.

Solution

We conducted a multi-step brand refresh including brand internal discovery, performance evaluation, repositioning, strategy development, brand elements evaluation and new brand elements design, including new corporate logotype.

Result

The newly repositioned brand was successfully launched internally around the concept of “Genetic Energy” (discover tools in gallery on the right).

“We have loved working with Audacity on some brand strategy and implementation projects. Gaetan (Audacity’s Chief) is a creative and inspired professional with keen business acumen. He provides a strategic angle to inherently creative projects, a truly unique combination. Audacity has been a great business partner for us overall. I would highly recommend them.” Karen Possemato, Senior Director Corporate Marketing