- Client Name
- Canexia Health
- Healthcare, Technology
At their core, branding and web development projects are about communication. Successful brands convey an organization’s essence without getting lost in the details or drifting away from its core purpose. As a product or service grows more complex, it’s easy to move towards overwhelming minutiae or high-minded abstraction: striking the right balance can be tricky, but when you get it right, it’s a gamechanger.
When leading cancer genomics and bioinformatics company Canexia Health (formerly Contextual Geonomics) came knocking on our door, we were ready for the challenge.
Contextual Genomics worked at the forefront of genomic testing, providing tools and software that allowed labs to assess genetic biomarkers and give oncologists better insights for improved cancer care. Their solutions were better, faster, and more cost-effective than others on the market. Pretty cool, right? Their brand and website didn’t quite match the level of their technology, though.
To tell a story as ambitious as their solutions, Contextual Genomics needed a brand and website that would resonate with each of their distinct audiences, including researchers, doctors, patients, and investors. They had to reflect the company’s expertise and set Contextual Genomics apart from the crowd. With a global genomics market predicted to reach more than 25 billion USD by 2022, keeping up meant positioning Contextual as the optimistic, bold, and future-facing innovators they are.
A lofty goal? Sure. But at least for a few minutes, we sounded like we knew a lot about cancer genome testing. Frankly, our egos may never recover.
- Brand Messaging
- Visual Identity
- Information Architecture
- Creative Direction
- Website Design
- Website Development
- Web Accessibility
- Marketing Collateral
Building Canexia’s Story
As always, we started with research. Through competitive analysis, stakeholder interviews, and brand workshops, we learned a few key takeaways:
- The Canexia team had a solid understanding of their organizational “Why” and were united behind a common goal—always a good sign!
- Despite impeccable credentials, the brand was little-known in the market.
- As they became more data-centric, their name no longer reflected their work.
- Though Canexia didn’t deal directly with patients, they were a potential audience we couldn’t ignore.
These insights guided our approach to the new brand and visual identity. The site design that followed had to be clear, concise, and easily navigated by a range of audiences. Contextual Genomics needed a clean, sophisticated brand and website that could support the company’s strategic growth and attract top talent.
Canexia came to us with their new name in hand, but they needed a brand and visual identity to match, one that reflected the innovative work they do every day. Our designers came up with several logo concepts, but the eventual winner told a story that made sense for Canexia.
With thin, clean lines that evoke the strands of a DNA double helix and the forward progress embodied in Canexia Health’s work, the new logo brings in light and hope while remaining grounded in science. The subtle gradient and carefully chosen brand colours leverage a warm palette that sets Canexia apart from the sea of red and blue logos flooding the health care and technology space.
Our design team landed on an open, balanced design with plenty of white space to separate the site’s content and imagery. Subtle pops of colour help differentiate content types, reinforcing the association between brand colours and solutions while making it easy for users to navigate the site.
Designing for Accessibility
We always design with accessibility in mind, but in Canexia’s case, adhering to WCAG 2.0 standards was non-negotiable. The site needed to be accessible to people with a range of impairments, including visual, auditory, physical, speech, and beyond. Canexia’s team is driven by improving access to precision cancer care: it just made sense that their website was as inclusive as possible.
To that end, we ensured that all wayfinding was clear and descriptive, and implemented high-contrast colours throughout the site. Though Canexia’s primary audiences are experts in cancer genomics, we made sure that content was relatively easy to read and follow.
“Accessibility is always important, but on a project like this, it felt particularly crucial. A company that aims to expand cancer testing and treatment options like Canexia needs a site that reflects their commitment to inclusivity.” – Laryn Van Dyk
There’s nothing better than the satisfaction of a job well-done, but it’s particularly gratifying when our client’s ethos and strategic direction align with ours.
The team at Canexia is motivated by their desire to democratize precision cancer care, improving access to technology and health care that can transform lives. We were similarly inspired by our desire to do this mission justice. Hey, if technology can level the playing field and improve the standard of care, we’re thrilled to be part of it.