Together for a
healthy
family.

Generations Labs is the only internationally recognized and certified genetics lab in Egypt — specializing in blood work and genetics analysis that helps evaluate the risks of birth defects.

Who Are They?

Egypt's only certified
genetics lab.

They offer different tests but specifically specialize in blood work and genetics analysis that helps in evaluating the risks of birth defects.

"Together for a healthy family."

Generations Labs — families and DNA imagery

The Challenge

Not the brand.
The conversation.

The main problem wasn't promoting the brand — it already had its USPs. The real challenge was 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. Birth defects can affect anyone regardless of social class, economic class, background, or ethnicity.

Logo Options

Exploring the
family tree.

The Solution

A tree built
from DNA.

The first idea anyone reaches for when marketing a genetics lab is a DNA ladder. We pushed past it. Using laddering, we encouraged the team to stretch the imagination further — with DNA still in the back of the mind.

Every family has a DNA that runs from ancestors to successors. A never-ending cycle as old as time — exactly like a family tree.

We landed on a logo that featured a colourful tree with a DNA-inspired trunk — approximating the distinctness Generations Labs seeks, and the variety of demographics they hope to reach.

Final Logo

The whole
brand in motion.

Brand Guidelines

A system that
holds together.

Stationery

Identity in print.

Flyer Design

Information,
made warm.

Roll-Ups

Standing tall
in the room.

Website Design

An online facade
for the brand.

Information, services and the team — all wrapped in the brand's colourful, optimistic voice. Paired with animated 2D infographic videos that explain who they are and what they do.