The Illumina parent brand underwent a brand refresh leaving the accelerator tool kit out of date. In addtion, growth in the accelerator program expanded into partnerships where Illumina needed to reflect its position as a collaborator among other well known industry participants and programs. The challenge is to create a scalable brand system that maintains its connection to the Illumina master brand.
Working with key stakeholders in the Illumina Accelerator, we developed a brand strategy of connected motifs that represent the Illumina involvement for the three major ecosystems. To maintain connection to the master brand, all visuals leveraged and reinterpreted the foundational design devices that composed the master brand's expression.
