Physician-founded in 2009 as a gastrointestinal pathology-focused laboratory, Genesis Labs has grown into a full-scale clinical diagnostic services provider, delivering qualified precision for healthcare providers, facilities, and patients throughout the country. Based in Oakhurst, New Jersey, Genesis serves more than 2,000 physician specialists who rely on comprehensive diagnostic and pathology expertise in their field.

In 2022, Genesis Labs came to my agency looking to reposition the company, elevate the brand’s visual presence, and stand out in a highly competitive market as the industry leaders they are.

I worked with the marketing team across the competitive landscape, messaging, research findings, and project objectives to help build a brand framework and shape the visual identity that followed.

The logo was designed to create a bright, striking visual presence within the diagnostics space. Smooth, vibrant gradients and intense purple and pink hues give the identity a more distinctive and ownable energy, resulting in a beaker concept housed within the “G.”

The supporting graphics extend the identity with a liquid visual language, using layered, filtered, and almost morphing elements throughout the brand materials. The broader rebrand included a custom color palette with values and conversions, curated brand typography, a full hybrid website with a custom CMS, more than 20 custom flyer templates, business cards, and an award-winning custom trade show booth.