Approach
We approached the project using a waterfall methodology, starting with a discovery phase to gain a deep understanding of the solution and its potential. This informed our approach to designing infographics, a pitch deck, and a new brand. Throughout the process, we collaborated extensively with key stakeholders, including the Melbourne Genomics Team, Board Members, and experts in various fields.
We discovered that effectively targeting the diverse audience, which included patients, hospitals, policymakers, and investors, was a key challenge. The complexity of the 'GenoVic' system required us to immerse ourselves in its capabilities and address the difficulty of articulating its value to non-experts.
Design Challenge
Our challenge was to transition a successful state-based brand into a national entity. To ensure the system resonated with all states, it was crucial to remove the reference to 'Vic'. In collaboration with the Melbourne Alliance team, we conducted a series of workshops that delved into the brand's vision, benefits, personality, target audience, and visual identity.
The outcome of these workshops shaped the new brand to embody values of trustworthiness, reliability, flexibility, accessibility, inclusivity, and definition. We also emphasized a progressive, human-centered, honest, and innovative personality for the brand.
Workshop activity: Imagine your brand as a monster, then tell us what the different elements represent.
After the brand workshops, we organised a series of naming workshops, which proved to be both challenging and enjoyable. The project teams collaborated to brainstorm and evaluate a wide range of name options, including deviant, descriptive, neologistic, and associative names. Leveraging our own ideas and utilising name generators, we generated around 100 potential names.
We then conducted a market comparison, assessing the relevance and overall appeal of the names. This process led to the creation of a shortlist. The Melbourne Alliance team actively tested these names, ultimately selecting "Genomical" as the chosen brand name.
The name "Genomical" was chosen for its representation of the vastness and potential of big genomic data. It reflects the magnitude and infinite possibilities inherent in the field. Building upon this name, we developed a supporting logo, wordmark, and brand style guide. The logo design embodies a corporate and progressive aesthetic, incorporating a conservative base colour palette. Additionally, bright and optimistic colours were strategically used to highlight the system's potential for positive impact. The overall design approach emphasises the optimistic possibilities that Genomical can bring to the forefront.
Project outcomes
Brand Benefits
Genomical makes medicine’s most complex test straightforward.
Genomical stores big data, safely and securely and feeds this back into Australia’s healthcare system in a language it understands.
Genomical enables knowledge sharing that benefits clinicians, researchers and ultimately patients.
Brand Personality
Genomical is human-centred, progressive and innovative.
We are personable, honest and dedicated to our clients and our cause, and passionate about ensuring all Australians have equitable, secure and beneficial healthcare.
