Transform
DiNA science
Singular Genetics
Translating a unique vision of genetics to every field of science
Mireia Sandalinas and Carles Giménez are founding members of Reprogenetics, a genetics laboratory specialized in reproduction. For nearly twenty years, they have worked daily alongside specialized clinics to fulfill their purpose: helping people have a healthy child.
Guided by their innate vocation and curiosity, they wanted to bring their idea to other fields of science. This new holistic perspective required developing a new brand that was flexible enough to gradually incorporate new scientific disciplines (nutrition, etc.). In addition, it needed to capture the founding spirit of Reprogenetics and drive the company’s disruptive vision for the future.
Genetics for every person. Genetics from individuality.
DiNA Science was created to ensure that genetics is always at the service of people’s health and well-being. And it believes that the best way to do this is by designing, creating, and providing solutions in which each person’s genetic uniqueness is always at the center.
Because every clinic, doctor, and patient has their own needs. Thus, adapting to and deeply understanding each of their realities is the path they follow in order to offer a person-to-person service that enables them to make scientifically supported decisions.
i + DNA = DiNA
DiNA Science is a visual naming, since it uses its own letters to tell a story. On the one hand, the lowercase “i” symbolizes the person (head and body). On the other hand, we have the integration of that person within the word DNA, representing the central role the brand gives to the human factor in the evolution of genetics (in particular) and science (in general).
In addition, DiNA Science also speaks to us of dynamism: movement, flexibility, adaptability—concepts embedded in the brand’s values.
Seeking visual balance between the scientific and the human
For the logotype, we use a typeface that conveys technology and innovation, then humanize it with rounded edges. Uppercase for DNA and lowercase for the “i,” with the goal of highlighting the naming’s subtle nod.
The colors aim for contrast between the disruption and boldness of yellow, and the calm, hope, and warmth of greys. We thus move away from the white that is present throughout the category, reducing coldness and distancing ourselves from the reiterative use of that color in the health sector.
Typefaces that honor genetics and the people behind it
When it came to typefaces, we were certain. We wanted the result not only to connect with audiences, but also for professionals in the field to see themselves identified and reflected in them.
The GT Cinetype used in headlines and text employs straight segments to build curves, reminiscent of the graphical representation of karyotypes. Beatrice, which we use in headlines when we want to lighten the technical tone, brings us closer to the brand’s emotional benefits (proximity, trust, etc.). Lastly, Pitch Sans, which we use for naming the solutions, is a monospaced typeface commonly used in biochemistry to represent sequences.
Representing truth through what makes us human
A disruptive brand must be capable of bringing a new perspective to its category. With that in mind, in photography we wanted to move away from the most common resource—camera-facing smiles—and seek a less superficial alternative. The brand needed a more sensitive and real proposal.
We therefore defined a visual universe based on documentary photography that captures the moment instead of creating it. A universe that replicates both inside the laboratory (focus, technical work, equipment, and cutting-edge technology) and outside of it—in consultations, highlighting listening and accompaniment; in patients’ daily lives; or in situations related to our field of work.
A growth model that organizes today and fuels tomorrow
To ensure organized growth of the solutions that make up DiNA Science’s portfolio, we created a brand architecture model with its own visual system.
This universe consists of a homogeneous logotype model in which, to give it a scientific visual character, we introduce the solution name in parentheses. As an exponent, we include the description of the solution. At the photographic level, we move toward a more conceptual realm to create a very stripped-down representation of who we are through minimalist images that capture carefully measured emotions. In addition, we rely on the secondary palette to create soft backgrounds.
A website that becomes the best presenter of the new brand
The new website needed to be able to convey, in an elevated way, the pairing that guides us throughout the brand journey: people and science.
To achieve this, the art direction enhances the photographic spaces so that they give prominence to the brand’s visual universe, and the verbal content focuses on explaining in detail—and in a way anyone can understand—everything related to the brand and its philosophy: technology and humanity, innovation and closeness, knowledge and trust.
Services provided
Brand Strategy
- Consumer Insights and Category Analysis
- Brand Narrative: Purpose and Positioning
Brand Experience
- User Experience (client/employee)
- Communication Strategy
Brand Identity
- Naming
- Verbal Identity
- Visual identity
- Packaging
Digital Branding
- Website
Brand Awareness
- Branding campaigns
Let's create
the right mood.
