Asuragen
Asuragen needed a corporate rebrand with connectivity to their three product divisions – oncology, genetics, and companion diagnostics. There was a long history in genetic testing for Fragile X, and new products were emerging in oncology and high homology diagnostics. Our approach had to anchor the corporate brand in a new purpose, while maintaining elements of the visual brand through the sleeves of business. Through a series of discovery workshops, we found that knowledge was the currency Asuragen shared with physicians. And answers held the value for both physicians and the people they treat.
Brand Purpose & Narrative
People deserve better answers.
The evolution of laboratory medicine is accelerating rapidly, but never fast enough. There’s so much to discover and so many unanswered questions against clinical needs. As science becomes more complex, and treatments require certainty to drive outcomes, a new reality has emerged. It will test the limits of our technology, experience, and relationships. This is how we work. This is how we think. Because this is what people deserve.