A B2B lab pictures its future as a D2C brand
Strategy, identity, packaging and activation launch Fulgent Genetics into the D2C product space.
INTRODUCTION
Fulgent Genetics is a B2B laboratory that sought to tap into the high margins and growing market interest in direct-to-consumer genetic testing. Their screening process was top-tier, and their at-home test was consumer-friendly from start to finish, complementing medical-grade results with ongoing support from genetic counselors. They came to Traina to launch the product, starting with market analysis and audience definition, along with development of a strategic go-to-market plan that included a name and identity system as well as a digital experience and physical packaging.
The full scope of the project was a perfect match for Traina, leveraging our strengths in biotech and mastery of the CPG space to create a warm, approachable brand that still reflects the sky-high scientific standards of the laboratory.
STRATEGY & NAMING
Fulgent’s wide-ranging testing capabilities gave them inroads to many potential markets. Yet our strategic research revealed parents and parents-to-be as having the most defined and immediate need for an at-home genetic test to guide family planning. Other testing applications would certainly follow, but Fulgent would go to market with that target audience in mind.
This strategy required a brand architecture that could encompass expanded applications on the horizon. This informed our naming process, as we ultimately hit upon “Picture,” both in the immediate context of providing insight into one’s health, but also the active tense that arises in a lockup with new product lines: Picture Parenting, Picture Wellness, Picture Newborn—the name becomes an invitation to envision your future state in those areas.
BRAND SYSTEM
Our branding work for Picture was guided by overall goals to connect with a target market of Millennials and showcase an at-home test that appears as kind and knowledgeable as a primary care provider.
Bespoke logo
A hybrid sans-serif and script logo combines a warm, handwritten intimacy with a clean and modern style.
Custom photography
The custom photo library we produced defines the casual yet confident tone for Picture’s imagery, creating a warm and inviting personality for the brand and a relatable experience for digital users.
Insta-worthy packaging
A welcoming digital experience for Picture had to be carried through in the physical experience once the product arrives. Traina created an unboxing experience that was elegant and intuitive, with a color-coded system to differentiate product lines and packaging that was intelligent, efficient and shareable. And to make sure it was shared, we orchestrated a demo event with social media influencers in the parenting space as part of Picture’s go-to-market strategy.
Customers have praised the brand and the packaging, calling it clean, modern and welcoming.”
Becky Tsai, PhD, product and marketing manager
RESULTS
The visual system and digital assets we developed proved especially useful in the onset of the pandemic, as Picture was able to rapidly pivot to COVID-19 testing, becoming one of the first genetic testing providers that could turn around laboratory-grade results from an at-home test.
In all, our comprehensive brand work has given Fulgent Genetics the platform needed to meaningfully connect directly with consumers, adding a whole new revenue stream to their business and an expansion of product offerings that now include Parkinson’s Disease detection and drug sensitivity tests.
Traina proudly continues our work with Picture, branding new lines of genetic testing products and framing the future for this next-level laboratory.
