Natera
DESIGNED BRANDED MARKETING AND COMMUNICATIONS MATERIALS FOR NATERA, TRANSLATING COMPLEX HEALTHCARE AND GENETIC TESTING INFORMATION INTO CLEAR, ACCESSIBLE VISUAL EXPERIENCES. THE WORK SPANNED PRESENTATION MATERIALS, DIGITAL CONTENT, MARKETING COLLATERAL, AND EDUCATIONAL COMMUNICATIONS, BALANCING SCIENTIFIC CREDIBILITY WITH APPROACHABLE STORYTELLING.
Client
Natera
DELIVERABLES
BRANDING BOOKLETS SWAG EVENT BRANDING
Year
2021
Role
DESIGNER
NATERA COMMUNICATES COMPLEX SCIENTIFIC AND HEALTHCARE INFORMATION ACROSS A WIDE RANGE OF AUDIENCES, FROM HEALTHCARE PROFESSIONALS AND INDUSTRY PARTNERS TO PATIENTS AND INTERNAL STAKEHOLDERS. MUCH OF THE SUBJECT MATTER INVOLVED TECHNICAL TERMINOLOGY, DATA, AND SCIENTIFIC CONCEPTS THAT COULD BECOME DIFFICULT TO NAVIGATE WHEN PRESENTED THROUGH TRADITIONAL MARKETING MATERIALS.
THE CHALLENGE WAS TO SIMPLIFY THIS INFORMATION VISUALLY WITHOUT OVERSIMPLIFYING THE SUBJECT MATTER—CREATING COMMUNICATIONS THAT FELT CREDIBLE AND SOPHISTICATED WHILE REMAINING APPROACHABLE AND EASY TO UNDERSTAND.
THE RESULTING MATERIALS CREATED A MORE COHESIVE AND APPROACHABLE VISUAL EXPERIENCE ACROSS NATERA'S MARKETING AND COMMUNICATIONS. COMPLEX INFORMATION WAS ORGANIZED INTO CLEAR VISUAL NARRATIVES, HELPING AUDIENCES UNDERSTAND KEY CONCEPTS WITHOUT SACRIFICING THE CREDIBILITY OR PRECISION EXPECTED FROM A HEALTHCARE AND BIOTECHNOLOGY COMPANY.
REUSABLE LAYOUTS AND VISUAL COMPONENTS ALSO GAVE MARKETING TEAMS A MORE EFFICIENT FOUNDATION FOR PRODUCING FUTURE PRESENTATIONS, COLLATERAL, AND DIGITAL COMMUNICATIONS.
