23andMe Brand

ABOUT THE PROJECT

23andMe is a company with a mission to help people access, understand, and benefit from the human genome. When we relaunched the product with FDA authorization of our carrier status reports in 2015, the brand team worked with an agency to refresh the visual voice of the company and pull it through to its marketing channels.

My role in this project was to pull through the brand’s building blocks that the team created, and to guide the growth of 23andMe’s visual brand. This included designing our public-facing website, the saliva collection kit, and various campaigns.

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THE 23 PAIRS OF CHROMOSOMES

U.S. Pat. No. D785,672

I designed the 23 Pairs of Chromosomes as a part of a brand refresh at 23andMe. My goal was to create a visual element that embodied the company's mission of educating genetic science while keeping a friendly and approachable tone. These chromosomes were pulled through almost every aspect of the brand (marketing site, kit, product site, social, etc).

To keep the usage of this visual consistent throughout our brand, the following were my contributions to the styleguide.

When I designed the chromosomes, it was done with animation in mind to educate the users on variants and SNPs and the corresponding chromosomes. This style of animation was used on various display ads and social media assets.

THE SALIVA COLLECTION KIT
I co-designed the saliva collection kit in collaboration with another visual designer. The kit design is a core part of our user’s experience as well as a strong theme in our user-generated content. Because it is such a large part of our brand, we received many rounds of feedback from the brand team as well as the executive team. The chromosomes start on the left edge and go all the way around to showcase all 23.

MAP OF THE WORLD

I created this colorful vector image of the world to be used in various projects for 23andMe. The original version reflects a color scheme similar to the one in 23andMe's Ancestry Composition report, but is set up so that it can be manipulated.

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I created this video for the social channel to promote the launch of the Ancestry only service. This video serves as a teaser for the Ancestry Composition report, in which the color wheel is a predominant feature. My goal was to bring life and meaning to what the colors mean in a clear way. This was in align with the overall brand goal of educating users in a bright, friendly way.

CREATING A VISUAL VOICE

23andMe is a brand that is continuing to evolve. With the strong mission as a guideline, I was able to help shape the direction of its growth. Here are some assets I’ve designed for 23andMe.

WHAT I LEARNED

As I worked with the brand team, I learned how to tell a story through visual design. Since I was able to contribute to the guidelines in addition to working on its application, I developed skills that allowed me to use the styleguide as a tool and not a restriction. Being intentional with my design helped me stand up for visual decisions that I believed in. The numerous assets I created also strengthened my knowledge of creating successful assets on various platforms.