Rebrand & Website
ROLES -
Creative Director
Product Designer
Graphic Designer
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COMPANY -
Illinois Society of Genetic Professionals
SUMMARY -
The Illinois Society of Genetic Professionals is a professional organization that is devoted to the development and delivery of genetic services, research, and education in the State of Illinois.
GOALS -
With several hundred members joining and leaving each year, ISGP needed a website that was capable of processing membership payments, paid & free event RSVPs, society announcements, and a full fledged membership profile & dashboard.
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In addition, I encouraged ISGP to consider a rebrand - something that was long overdue and sorely needed - to help elevate and present a more professional image, to both prospective members and at national genetic & healthcare events across the country.
CHALLENGES AND SOLUTIONS -
The leadership at ISGP had a rough idea of what they wanted - a website that was capable of handling several membership logistical tasks and housekeeping.
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Challenge 1: How to migrate all of their current membership data from their old website platform & service (WildApricot) to my recommended new one (Wix).
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Solution: After thorough research, I discovered it was possible to achieve this. It required a lot of effort to carefully export all current membership data, but it allowed up so import everything to our new platform. By doing this, it ensured that no current members would lose any membership payments, records, or personal data.
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Challenge 2: Creating a unique brand identity that would stand out in the busy world of healthcare.
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Solution: After many hours of research, ideation, and some trial & error, we landed on a strong and impactful new logo and branding.
COMPETITOR AND MARKET RESEARCH -
I spent a lot of time conversing with the leadership of ISGP, getting an idea of what they wanted and didn't want. In the field of healthcare, there are a lot of competitors and organization to pull (or not pull) inspiration from.
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I looked at a plethora of brands, with a greater emphasis on those that specialized in the genetics area of healthcare - Invitae, Genedx, Ambry, Blueprint, Northwestern Medicine, 23andMe, Ancestry, and Greenwood, just to name a handful.
Rebrand
ORIGINAL LOGO-
While the previous logo wasn't "bad", there was definitely room for some elevation and sophistication. But as a brand that is displayed and involved in national events, ISGP deserved a logo that was both memorable and impactful.
NEW LOGO-
COLORS -
With ISGP's headquarters being located in the great city of Chicago, I knew I wanted to incorporate the iconic colors of the city flag in to the branding - which are the cyan and red. As for the darker blue and pink, these were inspired by their general use throughout the healthcare field.
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Combing the two pairs worked out beautifully, as they almost fell into place and looked like shades of each other. In addition, all these colors are representative and inspired by important aspects of ISGP's identity - truly a win-win situation!
TYPOGRAPHY -
I wanted a pairing that was easily readable at small screen sizes, to work with the new responsive website, but they also had to have several weight variations to use as headers and CTAs. Outside of the website, I wanted to make sure the font was easily scalable to other applications and mediums, such as advertising, print, merch, email, etc.​
Website
OLD WEBSITE -
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NEW WEBSITE -
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