Illumina
Illumina
Client
Illumina
Scope
Campaign
Role
Art Director
Year
2024
A modular rebrand and campaign system, translating complex genomics innovation into human-centered storytelling.
A modular rebrand and campaign system, translating complex genomics innovation into human-centered storytelling.
Brand Identity
Strategy
Design System
Campaign
From Science to Story
How do you bring clarity and humanity to the intricate science of genome sequencing? Illumina tapped BUCK to create structure that could serve multiple audiences across research, healthcare, and commercial applications without fragmenting the brand. Each part of the business needed its own tone and signals, so we set out to create a system precise enough for the science, flexible enough for a growing organization, and cohesive across everything from campaigns to product storytelling.
From Story to System
We built the campaign and brand system around clarity, light, and a rigorous underlying grid. Distinct visual expressions gave each audience its own character while a shared language of color, typography, abstract scientific graphics, iconography, and photography. Extending from the precision of Illumina’s genome sequencing technology, we delivered a distinct, scalable world across brand, campaign, and product.
From Science to Story
How do you bring clarity and humanity to the intricate science of genome sequencing? Illumina tapped BUCK to create structure that could serve multiple audiences across research, healthcare, and commercial applications without fragmenting the brand. Each part of the business needed its own tone and signals, so we set out to create a system precise enough for the science, flexible enough for a growing organization, and cohesive across everything from campaigns to product storytelling.
From Story to System
We built the campaign and brand system around clarity, light, and a rigorous underlying grid. Distinct visual expressions gave each audience its own character while a shared language of color, typography, abstract scientific graphics, iconography, and photography. Extending from the precision of Illumina’s genome sequencing technology, we delivered a distinct, scalable world across brand, campaign, and product.
