06 / 07

Adaptive Biotechnologies

Redesign
Motion Graphic
Illustrations

The Project

Adaptive biotechnologies translate the scale and precision of the adaptive immune system into products to diagnose and treat disease. As a pioneer in the healthcare industry, the company elevated its business to the next level to be more accessible and modernized through the new visual system. The goal was to build universal alignment for all stakeholders and audiences by using unique illustrations and selected imagery.

My Role

I joined a design agency for the junior year of my career, so very excited about the project that had the possibility to make a great impact on rebranding a brand position. I worked with a creative team to develop concepting mood boards, colors, typefaces, and photography. I was assigned to develop visual communication, including hero illustrations, icons, brand merchandise, web and mobile sites, and motion videos for advertising. The design goal I set was that all these visual elements could be easy to apply across multiple activations and mediums but still memorable and cohesive.

My primary achievement was to build a strong, strategic brand asset that amplifies the message to a larger audience and attracts users aligned with the client's needs. Current customers still perceive Adaptive in the rebrand, while potential customers find the new identity more fresh and approachable.

branding

a new

perspective

color ✦ font ✦ photograph

Our immune system adapts to outside forces. {New Atten}

for your active life

Architect health systems

Daily, integrate easily with brand photography, creating accessibility and trust. To show immune system technology, we use abstract representations with a focus on light, intertwined lines, and architecture.

We moved towards a mild color palette while keeping the dark blue to carry Adaptive's expertise and sincerity.

Illustration

Genetics is the key

{Balance}
The illustration is not only used by themself but also applied creatively across a range of media over the photography. Our digital-first design approach ensured that the visual concepts integrate into other design elements.

{Result}
This simple but effective approach allows the brand to output assets easily at a large scale for use across marketing touchpoints, print collateral, motion, and more. The creative direction was not to be too literal and abstract. Developing a way to adjust in between was quite a journey that own keen eyes on details.

Exploration

banner

As Adaptive establishes its own by supporting graphics, it helps build a narrative story within the language.

We analyzed the website's old design to understand what works, what doesn't, and what needs to be improved.

How to best organize the content to make it easy for visitors to navigate the website to quickly find the resources they need. As well as how to position their product on the market in the best possible way.

motion graphic

Consistent Toward Pioneer Experience

{Consistency}
I was charged to create a lower third for the marketing video. We incorporated visually textured lines to enhance the overall user experience.

I started by creating a storyboard to collaborate with teams, and then made an effort to use keyframing with easing to ensure smoothness and compatibility with a wide range of aspect ratios.

Bringing the brand to help improve life

{Information}
We created an interactive website featuring an easy-to-navigate site structure, animation, and striking photography in favor of subtle graphic treatments. Given the complexity of scientific data, it was crucial for us to emphasize the human aspect of the brand. Without sacrificing reliability, we collaborated with innovative designs and copies with their years of expertise.

Creative Director: Cary Gibaldi
Art Director: Jesse Recor
Agency: Holografik