Generations Labs is the only internationally recognized and certified Genetics Lab in Egypt. They offer different tests but specifically they specialize in blood work and genetics analysis that helps in evaluating the risks of birth defects.
“TOGETHER FOR A HEALTHY FAMILY”
The main problem was not promoting the brand as it already has its USPs but rather emphasizing the importance of their service; let’s face it, it's not a topic that gets much attention in Egypt.
Our target was... well everyone! Because birth defects can affect anyone regardless of their social class, economic class, background, or ethnicity.
To generate awareness and educate our audience, the first creative direction that came into our minds was a DNA ladder, but isn’t that the first thing that anyone would come up with when trying to market a genetics lab? Using the laddering technique in our brainstorming sessions, we have encouraged our design team to stretch their imagination even further, but with DNA still in the back of their mind.
Every family has a DNA that runs down from the ancestors through the successors, it’s a never-ending cycle that is as old as time, exactly like a family tree!
We decided on a logo that featured a colourful tree with a DNA- inspired trunk. We aimed to approximate the distinctness that Generations Labs seeks, as well as the variety of demographics they hope to target.
Fisheye has created their logo, brand guidelines, stationary along with all the POS material.
We designed and developed the website that acted as an online facade for the brand. The website included information about them, their services, and the team running generation labs.
We also designed and created animated 2D infographic videos describing who they are and what they do.