Introducing genetics to all scientific fields
Mireia Sandalinas and Carles Giménez are founding members of Reprogenetics, a genetic laboratory specialised in reproduction. For almost twenty years, they have worked along with specialised clinics to achieve their goal: to help people have a healthy child.
Guided by their innate vocation and curiosity, they wanted to apply their holistic approach to other scientific fields. This new idea required the development of a new brand, which needed to be elastic enough to gradually incorporate new scientific fields (nutrition, etc.). In addition, the brand had to capture the founding spirit of Reprogenetics and promote the company’s groundbreaking vision.
The uniqueness of genetics
The purpose of DiNA Science is to ensure that genetics is always at the service of people’s health and their well-being. And the best way to do this is to devise, create and facilitate solutions that continually place the genetic uniqueness of each person at the centre. Because every clinic, doctor and patient has his or her own needs.
Therefore, DINA Science adapts and truly understands the reality of each individual to provide person-to-person services that will allow for scientifically supported decisions.
i + DNA = DiNA
DiNA Science uses its own letters to tell a story. The second letter is an “i” writing in lowercase, which symbolises a person (the dot for the head and stick for the body). We also have a person’s genetic code embedded in the word DNA, which symbolises the brand’s commitment to the human species and the evolution of genetics (in particular) and science (in general).
DiNA Science also stands for dynamism: movement, flexibility, adaptability. These concepts are rooted in the brand’s values.
Searching for a visual balance between science and humanity
For the logo, we used a typeface that embodies technology and innovation, and rounded the edges to make it more human. We used uppercase for the “D”, “N” and “A” and lowercase for the “i” to accentuate the name’s origin.
The colour palette is intended to contrasts between the yellow’s boldness and the calm, hopefulness and warmth of the grey tones. We avoided white in order to make it feel less cold and to distance ourselves from the reiterative association of this colour within the health sector.
A homage to genetics and the people behind it
We created a brand architecture model with a distinctive visual system to ensure that the solutions offered by DiNA Science’s grow in an orderly manner.
This visual universe is formed by a solid logo that has attached the solution’s name in brackets to add scientific visual value. In terms of photography, we moved into a more conceptual realm to present a very honest portrayal of who we are through minimalist images that capture carefully measured emotions. In addition, we rely on a secondary palette to create soft backgrounds.
Using what makes us humans to represent the truth
A groundbreaking brand must bring a new perspective to the category it belongs to. Therefore, in terms of photography, we wanted to avoid the usual resources, like smiling glances at the camera, and find a less superficial approach. Therefore, the brand required a proposal that was more sensitive and realistic.
Hence, we defined a visual universe based on documentary photography which captures the moment rather than creating it. A universe that is replicated both in the lab: focus, technical work, tools and cutting-edge technology; and outside the lab: in the consulting room, emphasising the notions of attention and support; and in the daily life of patients or situations related to our field of work.
A growth model that organises today and enhances tomorrow
We created a brand architecture model with a distinctive visual system to ensure that the solutions offered by DiNA Science’s grow in an orderly manner.
This visual universe is formed by a solid logo that has attached the solution’s name in brackets to add scientific visual value. In terms of photography, we moved into a more conceptual realm to present a very honest portrayal of who we are through minimalist images that capture carefully measured emotions. In addition, we rely on a secondary palette to create soft backgrounds.
A website that best represents the new brand
The new website had to communicate and enhance the binomial that guides us throughout the brand’s journey: people and science.
To achieve this, we maximised the photographic elements to emphasise the brand’s visual universe. The verbal elements explain, in detail and in a user-friendly way, everything related to the brand and its philosophy: technology and humanity, innovation and proximity, knowledge and trust.
Performed services
Market Research
- Consumer insights
- Category analysis and competitor mapping
Brand Strategy
- Vision, purpose, mission & values
- Brand positioning
Brand Experience
- User experience
- Communication strategy
Brand Identity
- Naming
- Verbal identity
- Visual identity
- Digital identity
Brand Activation
- Communication campaign
- Web, UX and UI
- Copywriting