Inagene
Industry
Health
Technology
Our work
Brand strategy, story, messaging, and positioning
Identity design
Brand guidelines
UX Design
Website development
Repositioning a tech innovator at the forefront of personalized health
Inagene empowers individuals with personalized health insights tailored to their unique genetic profile, enabling informed decisions about medications, nutrition, and overall wellbeing.
When Inagene shifted its focus from serving the healthcare sector to engaging directly with consumers, they recognized the need to rethink their brand entirely. They turned to Pilot to help chart a new path forward.
Our Approach
We began by listening deeply to patients, uncovering the emotional and practical challenges they face. This process led us to a central insight: optimal health can’t wait, and Inagene needed to “make it personal.” While their science is unmatched, their ultimate promise is far greater—removing uncertainty and empowering individuals to take control of their health and their lives.
Understanding the Challenge
For many, navigating healthcare feels like a frustrating guessing game—especially when medications don’t work as expected, or when finding the right treatment requires a long process of trial and error. Inagene’s breakthrough science eliminates this uncertainty, offering meaningful genetic insights to help people better understand their health. The challenge was to translate this cutting-edge science into a brand experience that feels deeply personal, empowering, and accessible to consumers.
The Transformation
Working closely with Inagene’s team, we redefined their brand voice and visual identity around the idea of allyship—approachable yet high-quality, scientific yet deeply personal. We shifted their tone from clinical to empowering, creating a brand that connects emotionally with consumers while maintaining their credibility as a trusted provider of genetic testing.
This transformation came to life through a fully redeveloped website and design system, delivering a seamless and engaging customer experience. Every element—from messaging to visuals—now reflects Inagene’s mission to simplify the path to personalized health and wellbeing.
The Results
The launch of the new brand and website elevated Inagene’s customer experience and laid a strong foundation for future growth.
A big thank you to you and your team for the fantastic work. I felt confident we were in good hands throughout the project, and the whole team is really happy with the new brand and website.
Suzanne Laughton
Head of Marketing
Through this collaboration, Inagene has embraced its role as a trusted partner in personalized health, empowering individuals to make informed decisions and live healthier lives.
