Biotechnology / Precision Medicine · 2024
Gene S
PRECISION FOR EVERY GENE
Gene S is an early-stage Australian biotechnology company with pharmacogenomic testing technology. An identity already existed, but the messaging was not connected to its category of precision medicine.
The previous branding also carried visual flaws that made the company name hard to read. The testing kit and software report constitute the product, but there was no branding or highlighting yet.
The identity and positioning had to bridge those gaps and make clear to laboratories, clinicians, and investors what Gene S offered.
Over a five-month engagement, Astrid built our foundation. She defined our brand position, 'Heal with precision', refreshed our visual identity, and developed the messaging framework and brand architecture that now hold our products together.
She advised our senior executives directly on brand decisions.
I'd recommend her to any founder with strong technology that hasn't yet found its language.
— Dr Suzanna Lindsey-Temple, Chief Medical Officer, Co-Founder Gene S
The impact of my work
I researched and developed the brand positioning with the byline:
"Heal with Precision."
It places Gene S directly in the precision medicine category it competes in, and makes a human promise at the same time. Three words a scientist, doctor, patient or an investor can each read as their own.
I revised the brand identity, built the messaging framework, and developed the brand architecture so that the company and its products were organised within a clear structure as the portfolio grows.
The strategic marketing plan gave the founding team a direction to execute against, and I art-directed the product packaging, the style guide and marketing materials that keep the initial branding consistent.
I named the first product RosaMind, after Rosalind Franklin, the chemist whose X-ray crystallography was central to discovering the structure of DNA. For a product built on genetic testing, the name carries both the science and a quiet nod of recognition.
I built an employer brand intranet, so the team could self-serve marketing information, and created the initial event booth concepts for the company's first market outings.
The results
The naming, positioning and the byline lead the Gene S brand today.
In 2025, the year after the branding work, Gene S was named a finalist in the Wesfarmers Wellbeing Platinum Award category at the Western Australian Innovator of the Year Awards. These awards are judged on science and innovation, but a winning entry has to communicate beyond the lab.
Much of my biotech work is exactly this: bringing storytelling to complex medical science so a rigorous scientific audience and the broader public can both join the mission. My brand building was the groundwork to strengthen Gene S with that kind of toolkit.
The identity and positioning gave this founding-stage biotech the structure and clarity to present itself credibly to the clinicians, laboratories, and investors it needs to reach.
