Axigen
Brand identity for a diagnostic lab, designed to communicate precision, trust and clarity across clinical and digital settings.
Life Science spin-outs
Branding
Web design
Marketing
San Francisco, USA
2023
Summary
Axigen is diagnostic lab in San Francisco developing innovative testing services for healthcare providers and patients. As a new entrant, the company needed to establish a credible presence in a market where patients often choose clinics based on reputation, a professional visual identity and digital friendly. Research shows that effective branding in healthcare fosters trust and distinguishes institutions from competitors. With this insight, we developed a comprehensive branding proposal for Axigen that included a colour palette, typography system and design elements, ensuring that every visual decision communicated precision, care and modernity.
Challenge
Diagnostic labs face the dual challenge of keeping referrals and earning patient trust in a crowded healthcare landscape. Studies note that visual brand elements such as a vibrant logo, an updated website and proactive social media presence can significantly enhance trust, while outdated designs and inconsistent messaging can make clinics appear less reliable. Axigen needed to differentiate itself from established competitors, communicate its scientific expertise and empathy and ensure that its brand would connect with diverse audiences. The objective was to craft a cohesive identity that included reliability and innovation, while complying with regulatory requirements and ensuring clarity across digital and print material.
Solutions
The branding proposal began by identifying Axigen’s values, target patients and competitive landscape. We selected a palette in blues and greens, colours associated with trust, safety and health. A clean and minimalistic typography reflecting both precision and approachability. The new logo uses simple scientific shapes and a clean graphic that adapts well across lab reports, digital interfaces and internal communications. The result is a unified brand system that helps Axigen build trust with patients and partners and positions the lab as an innovator in diagnostic testing.
