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.