Insight

Going direct to consumer means understanding customer desires and building a brand experience around them. This needs expertise across the brand landscape—not just in a particular niche. That’s Traina’s advantage.

Challenge

Fulgent Genetics wanted to tap into the high margins and growing market interest in direct-to-consumer genetic testing, so they needed a brand that balanced scientific standards with mass-market approachability.

Solution

We leveraged our strengths in biotech and mastery of the CPG space to create a warm, approachable brand from end to end—executing market analysis and strategy, naming and identity, along with creating a digital experience and physical packaging.

Out of several potential markets, our research revealed parents and parents-to-be having the most defined need for at-home genetic testing for family planning. But we strategized a brand architecture that could expand easily for future applications.

This informed our naming process, with the name Picture evoking insight into one’s health, but also turning into active tense when paired with products: Picture Parenting, Picture Wellness, Picture Newborn—the name invites a vision of your future.

Our extensive market research uncovered that Picture’s target market of Millennials designed a test as kind and knowledgeable as a primary care provider, with the convenience of an at-home experience.

The Picture brand has given Fulgent Genetics a whole new revenue stream that is infinitely expandable for future product offerings. Traina proudly continues our work with Picture, branding new lines of testing products and framing the future for this next-level laboratory.