I worked with Clariti Diagnostics, a hereditary cancer genetic testing lab, to develop a brand that is friendly, accessible, dynamic, and trustworthy. Clariti “empowers physicians and patients with the most relevant genomic insight to make critical and timely decisions.” I provided Clariti with a full business startup package including a logo and style guide, business cards, a website, photography, a report design, a patient brochure, and a physician flyer.

I always start every project with a healthy amount of research. I learn as much as I can about my client’s field so that I understand how best to visually translate what they do. For this project, that meant giving myself a crash course in genetic sequencing. Scientists have learned a lot more about genetics since I was in high school!

I designed 6 logo options, all different takes on the brief, and presented them to my client.

After discussion and reflection, we chose a logo to move forward with.

This is the final Clariti logo.

The “I”s in the final Clariti wordmark refers to the genetic data analysis process, during which a DNA sequence is aligned and compared with a reference genome. The pink-and-purple color palette of the final logo is friendly, dynamic, and disruptive. It speaks to the agility and creativity of this startup lab.

The two opposite ends of the shape that encapsulates the word “diagnostics” are different shapes: one is rounded and one is angular. Those two different shapes represent the bonds between base pairs (often an angled line is used to represent the bond between Thymine and Adenine, while a semi-circular line represents the bond between Cytosine and Guanine.)

Once the logo was finished, I designed the business card and sample report (pictured at the top of the page), as well as two print pieces: an informational flyer for physicians that communicates the benefits of working with Clariti and technical details of the test; and a guide to educate patients on the ins and outs of hereditary cancer testing and answer several frequently asked questions.

We set up a photo session of the lab to build a library of imagery Clariti can use for marketing materials. I always recommend having a library of professional photos of your business as opposed to using stock imagery. Using unique photos captures your business’s personality better. Sometimes it’s necessary to supplement with stock, but custom photos are always preferable!

I also designed a website for Clariti where physicians and patients can learn more about hereditary cancer testing in general, and Clariti's services specifically. Check out the Clariti website here.

Thanks to Danny Capaccio for developing the website, and thanks to Dave Sheehan for writing and editing much of the content for the physician flyer.