PROJECT TYPE
Stage
Pre-launch
Deliverables
Brand, Narrative, Web
Introduction
Genie are tackling reproductive health with a non-invasive uterine diagnostic that could shift the odds for women going through IVF.
When I spoke to co-founder, Anoushka, I couldn't help but get excited. There is always something magical about working on projects that may change the world.
The brand challenge: how do we launch Genie, make it feel credible and significant, without actually revealing the proprietary technology that makes it work?
Next-gen and scientifically grounded
Genie needed to speak to three audiences at once. Clinics willing to run trials, patients willing to share their data and investors willing to back a platform that was still in stealth. Each one needed to believe in the science and mission before they'd engage.
The brand identity, narrative and website were built with the constraint of communicating ambition without revealing mechanism. But, Genie wanted to feel bold, next generation and feminine without feeling on the nose.
The concept that we went with was build around the question, "what's possible?" - a question I kept coming back to, when pondering on the thought of what female founders could achieve, in areas that have historically been deeply underfunded.
Genie launched publicly with $1.2m in funding and a roster of world-class medical advisors. The brand has given them to credibility to walk into rooms that would have been significantly harder to enter before.
See below an unused direction that was almost chosen for Genie.
Unused direction for Genie
TESTIMONIAL
"Dan completely understood the brief and delivered exactly what we needed. We needed something credible, next-gen, and scientifically grounded — and that's exactly what he created."
Anoushka Menon
Co-founder, Genie
