BRAND EVOLUTION & PRODUCT LAUNCH · 2018-2019

Humanizing Genetic Science

Challenge

23andMe was transitioning from early-adopter curiosity brand to mainstream wellness platform serving millions of customers. The company needed a brand evolution that could appeal to everyday consumers while maintaining scientific credibility with healthcare partners and researchers. Simultaneously, the physical DNA kit—the customer's first tangible brand interaction—needed a complete redesign to reduce friction in the testing process and match the brand's maturation from niche genetics startup to trusted health platform.

Approach

Embedded within 23andMe's product and brand teams to lead visual identity evolution across digital experiences, marketing campaigns, and physical product. Developed a design language that balanced emotional warmth with clinical authority—making complex genetic information feel accessible without sacrificing scientific rigor. Led end-to-end redesign of the DNA collection kit packaging, transforming the unboxing experience into intuitive instructional design that guided customers through the collection process. Directed campaign creative that reframed genetic testing as personal discovery and wellness empowerment rather than medical procedure.

Impact

• New packaging design deployed to 2M+ kits annually across consumer and healthcare channels

• Campaign creative contributed to 35% year-over-year growth in consumer acquisition during brand transition

• Packaging redesign reduced customer support inquiries related to kit confusion by 22%

• Design system scaled across 50+ customer touchpoints from web to retail environments

Role: Embedded Designer
Scope: Brand Design, Social Posts, Campaign Creative Direction, Product & Packaging Design, Cross-functional Design Leadership