All assets, excluding the logo, were fully designed and implemented by me.
GetMyDNA is a home testing kit brand developed and owned by Gravity Diagnostics. The original goal of GetMyDNA was to sell Pharmacogenetics test kits. At the heights of the beginning of the COVID-19 pandemic Gravity Diagnostics began testing for COVID-19 and decided to add a COVID-19 Home Test kit to the GetMyDNA kit options. When i started Gravity/GetMyDNA i was tasked with the re-brand of GetMyDNA. Below you will see the developed brand as well as major projects that were created and
GetMyDNA Re-Brand
The brand initially expected to have an expanding line of various kit options. I had create the brand guidelines to include every color of the rainbow to eventually encompass extra kits, with each kit being its own color graduation. The company then decided that the name of the brand itself would limit the potential for the brand and we decided to re-brand GetMyDNA entirely, thus only two of the colors were able to be implemented. We chose the yellow to green gradient for everything covid related and the blue to purple gradient for everything Pharmacogenetics (PGx) related. As shown below.
Kit Evolution
The GetMyDNA COVID-19 home kit was the first to be branded and the first to be re-branded by myself. The kit underwent 4 separate branding iterations with different directions from leadership.
Due to FDA regulations i was only able to change minor aspects of the brand and kit during the first two iterations. I was eventually given the green light to do a full rebrand (excluding the logo, also for FDA regulations) which you see in the last kit design.
Original kit designed by external design studio
I was able to re-arrange elements on the kit and re-design old icons
Distributor sent a sample of previous design with green box exterior (vinyl sample was misplaced on sample kit by distributor)
At this stage i was able to fully redesign the full kit and printed kit contents and received a proper printed kit sample.
Kit Layout and Design
Box designs created using Adobe Illustrator. Box mockups created in Photoshop
Website Evolution and Development
Similar to the kits above, the website went through multiple stages of development according to brand standards at the time.
First small update to bring site up to new brand standards (Sept. 2020)
Began working with an external developer, generated base wireframes to build off of (Mar. 2021)
First iteration of the new branded website (May 2021)
First major website update (Jan 2022)
Summer COVID-19 Physical Advertisement Campaign
I was tasked to create a summer focused COVID-19 Kit campaign that would be implemented on multiple physical advertising spaces such as billboards, busses, and airport ad spaces, The main ad and slogan i created was “Take back your summer” which focused on giving people the power to safely enjoy summer activities again by having access to an at home COVID-19 test.
Ad Designs
Ad Implementation
