Startup design needs
GeneSavvy was a recent startup at the time I was involved. I enjoy working with startups and helping them reach their goals, despite budget constraints, few people resources, and constant changes. It keeps things interesting and I get to wear a lot of hats. GeneSavvy had an existing brand with bright, playful colors and it needed to integrate more gravity without losing approachability. I began with a brand audit, diving into existing resources, chats with GeneSavvy's core people, chats with some of GeneSavvy's clients, a look at major competitors, and made sure I understood GeneSavvy's unique offering (requiring a deep dive into some technical genetics knowledge).
Priority projects were to rework the website without having to replace the theme, design UX for a new user portal where doctors and clients could collaborate over GeneSavvy data, redesign the main technical report auto-generated by GeneSavvy software (given to clients outlining findings and potential action items), and last but not least, create guidelines and develop content for social media, conferences, and other marketing efforts, including technical illustrations.
Brand guide pages below: most text has been replaced with filler for privacy. No brand guidelines existed prior to this work. Illustration work was either created by me or edited stock illustration to be GeneSavvy style. Technical illustrations are mine. Photos are stock photography edited by me for style. Report images are of my GeneSavvy report redesign.
Technical report design
The technical report delivered to clients/patients of GeneSavvy includes an incredible amount of information. The original design was full of color that didn't indicate anything, it just drew attention and caused confusion. There were also page elements that used a lot of space so the report ended up being much longer than necessary. The report is auto generated and so the design also needed to acommodate a wide range of possible results, text quantities, name lengths, etc. Most people still print these PDF's to take in to their doctor visits, so the longer the PDF, and the more color used, the more of a print issue it becomes for clients. I removed meaningless color within the report so the colors indicating status or issues would take center state, and removed a lot of color from the cover, making it less burdensome to print and giving it more seriousness, less playfulness, which is more appropriate for these users at the time they are receiving their results. Many of them have rare or undiagnosed chronic (sometimes life-threatening) disease. I also needed to account for more reports being developed in the future. This "Max Wellness" report rolls up all results while others would focus on specific topics. I developed a color spectrum for the upcoming report topics and began the process of creating icons for each, which would allow for identifying colors and icons when marketing on the website and in print materials too. I also needed to use the transitional brand elements here, for instance, still using Raleway (the company's previous sole font) for titles but nothing else.
Below, a look at more pages from the report. Note the original design in the bottom left, with an excess of meaningless color and irrelevant images taking up focus and space. I was also able to utilize 5 years of data visualization expertise from my time with Microsoft Azure and Microsoft Excel to add organization and ease of comprehension to the data in the report. See my work on general data visualization projects or Azure Portal tiles.
The range of daily design needs at GeneSavvy was vast. I would often spend some of the day creating content for the woman running sales, marketing, and social media, then would spend some of the day working with the engineer on the continued design and development of the automated genetic reports and the upcoming client and doctor dashboard, and then work on other design needs such as ads, presentation decks, or conference graphics, like below.
Conference and presentation graphics
Technical educational illustrations
I also created marketing and technical report illustrations as needed. These illustrations below were for the automated genetic report educational section to assist practitioners and clients in understanding the relevance of their genetic test results.
Below is print ad I designed for a magazine distributed at a medical conference. It features the old packaging and the transitional branding. GeneSavvy still had thousands of pieces of this original packaging to use-up before they could shift the brand completely, so the brand transition relied mostly on subtle shifts in illustration, color, and font until the packaging could be replaced.
Swag deck page examples