Generations Labs is the only internationally recognized and certified Genetics Lab in Egypt. They offer different tests, but specialize in blood work and genetics analysis that helps in evaluating the risks of birth defects.
TOGETHER FOR A HEALTHY FAMILY
The real challenge wasn’t promoting the brand itself as it already has its unique selling point, being the only internationally recognized and certified genetics lab in Egypt. The real challenge was stressing on how important this service is; because let’s be honest, it’s not a topic that is discussed enough in Egypt.
Our target was… well everyone! Because birth defects can affect anyone regardless of their social class, economic class, background or ethnicity.
The first insight that came into our minds was a DNA ladder, but isn’t that the first thing that would come to anyone’s mind when trying to come up with a creative visual for a genetics lab? Using the laddering technique in our brainstorming sessions we encourage our design team to roam even further with their imagination, but with the DNA ladder still in the back of their mind.
Every family has a DNA that runs down from the ancestors through the successors, it’s a never-ending cycle that is as old as time, just like a tree!
A colourful tree with a trunk shaped in a DNA style was our choice for the logo. We wanted to resemble the differentiation aspect that Generations Labs desire to attain and the diversified backgrounds of people that they want to reach.
We designed and developed the website that acted as an online face for the brand. The website included information about generations labs, their services, and the team running generation labs.
Fisheye also designed and created 2D animation videos describing who they are, Generations labs stationary, flyers, brochures, and roll ups.
