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Key Details

INDUSTRY
Genomics
SERVICES
Brand Audit
Brand Strategy
Brand Architecture
Visual Identity
Corporate Stationery
Marketing Collateral
Packaging
Website Design
Photography
Rollout
BRAND ROLLOUT
2024

The Opportunity

A genomics company with truly innovative technologies, Biofidelity offers revolutionary solutions that remove the noise from genomic profiling and make the costly and complex process of matching cancer patients with lifesaving targeted treatments simpler, faster, and more reliable. With the goal of positioning its unique offerings in a highly competitive landscape and raising funds for the next stage of its growth, Biofidelity was looking to reposition its brand, reimagine its identity, and redesign its website so that marketplace perceptions better aligned with the unique value and scope of its offerings.

Brand Strategy

After auditing the brand and its top competitors, Ignyte conducted a strategic workshop with a range of key stakeholders throughout the organization to achieve alignment on the brand’s strategic direction. The positioning framework that emerged targeted four key audience segments, including providers, labs, biopharma, and investors, and was centered on foundational ideas including simplicity, speed, and reliability. The company’s revolutionary approach was captured in its promise to provide “simple answers to complex questions,” and a big idea that got to the heart of the brand’s essence: “The power of simple.”

Stakeholders

6

Competitive Audits

8

Audience Segments

4

Sub-Brands

2

Visual Identity

The Biofidelity visual identity was carefully designed to embody the new brand’s positioning and personality. The brand’s primary color, purple, conveys insight, transformation, and sophistication. A clean, modern typeface was used to embody the science and innovation at the heart of the brand. The symbol was designed to evoke a capital “B” while calling to mind genomic markers and microplate technology. Circles are used strategically as design elements throughout the brand experience.

Brand Architecture

A clear, intuitive brand architecture system was essential to the Biofidelity rebrand. After taking a multitude of complex factors into account, including brand equity and regulatory concerns, we landed on an endorsed brand architecture, in which the master brand's visual identity was extended to its sub-brands, which were organized by products and services for regulatory clarity.

Collateral

Collateral comprises an integrated collection of brochures and templates designed to equip the sales and marketing teams with a powerful system for communicating the new master brand positioning and product sub-brands. Each collateral piece evokes Biofidelity’s brand personality attributes (simple, transformative, trustworthy, bold) with branded fonts, abstract photography, diagrams, and other design elements for a cohesive system and consistent information architecture.
A two-page brochure outlining the features and benefits of Biofidelity's Apsyre Clinical Test
Packaging for Biofidelity's Aspyre Clinical Test and Aspyre Lung Reagents
Two folders are show side-by-side containing reports for Biofidelity's Aspyre Clinical Test and Aspyre Lung Reagents

Website

The Biofidelity website is a comprehensive embodiment of the brand’s reimagined positioning and personality. An ultra-clean homepage hero features the tagline, “The power of simple” as well as vibrant abstract photography that is unveiled by a unique scroll animation. This feature is repeated multiple times throughout the site, making for a dynamic user experience. The website’s aesthetic includes a strategic mix of clean, negative space alongside the brand’s signature purple hues. Vivid diagrams and abstract photos are intermixed with bright, clean photography capturing providers, patients, and laboratory scientists. A resources page blog features dynamic content that positions the brand as an industry thought leader.
A screenshot of Biofidelity's Apsyre website page