Brand management/Creative Direction

Challenge

NeoGenomics offers 500+ diagnostic tests and comprehensive offerings through its Clinical, Pharma, and Informatics divisions. As a company whose portfolio includes merging other companies, creating a branded house, instead of a house of brands was the challenge at hand.

Solution

In 2019 I joined NeoGenomics as the sole Creative Manager of a global company. Seeing the opportunity to evolve the brand, I worked with Hamagami/Caroll to build a cohesive brand guideline book. After this, we implemented and rolled out the brand in-house with a small team of designers. Throughout the lifecycle of this brand journey, my role included creative direction, project management, and hands-on designing. The examples here, showcase a few examples derived from a cohesive system.