Our campaign design system, “Sequence,” centers light and clarity, serving as a powerful tool to guide Illumina’s teams and vendors effortlessly through the creative process. The system is built on a precise, intentional grid, minimizing the margin for error and encouraging abundant, yet rigorous creativity. Minimal, abstract graphics leverage Illumina’s scientific foundations and invoke motion and texture, enhancing the versatility of their offerings. A revamped color palette creates harmony across brand touchpoints, including photography and product renders. We also delivered a revamped set of icons to support Illumina’s messaging across all of their audience sectors and offerings.
Our work with Illumina also included a full 3D system that showcases the craft behind their sequencers, cartridges, and flow cells. We rebuilt each product from the ground up with clean topology, organized components, and optimized geometry to sharpen the tactile feel, then extended the system with high-impact animations of DNA, protein, epigenome, and RNA. Each instrument blends detail with restraint, using reflections, mattes, precise camera angles, and controlled highlights to reveal its material range. Opening exterior panels and surfacing the internal parts exposes the depth and sophistication of Illumina’s technology.
