DNA analysis has long been strictly the domain of scientists. Pure Genetic Lifestyle wanted to make DNA analysis available for regular consumers and give them access to personalized health advice and predisposition to genetic diseases.
The strategic challenge was to create a brand new website that was elegant, reliable and incorporated a secure portal where customers could access their DNA data. The initial step was to create a new brand personality. From there, we tested different versions among the target audience to ensure all customer needs were covered.
Ultimately, the prototype matured into an entire ecosystem based on the new personality: from website to customer portal and personalized book with DNA test results.
To bring the idea of DNA testing to the market, a brand activation process was started. As a result, we generated a high flow of traffic to the website through SEO, campaigns, press releases and content production.