The forefront of genomics.
The many scientific breakthroughs, treatments, and ongoing studies made possible by the much-heralded Human Genome Project are too often taken for granted today. NIH’s National Human Genome Research Institute (NHGRI), the primary catalyst for studies that lead to new discoveries and treatments, was getting lost among the myriad of government acronyms. Our challenge was to reposition them as the cutting-edge innovator they truly are.
Scope:
- Positioning
- Brand strategy
- Visual identity
- Website
Visual identity elements
Banner ups
Pocket folder
Search-first content strategy.
The more than 4,000 pages of the NHGRI website housed a wealth of important information that was not easily found or shared; users were not staying on the site to read relevant content. After a deep dive into NHGRI’s six main audiences, Grafik provided both a digital strategy to reach those audiences and revisions to the website that would enhance their user experience. Our “search first” strategy for the new image-rich genome.gov features a tagging and taxonomy that serves up new and relevant information while ensuring all the valuable historic content remained, even as we streamlined the new site to “only” 2,000+ pages.
Wireframe detail
Wireframes
A bold new identity.
To match the new positioning and express the excitement and importance of NHGRI, a new visual identity presents a bold and contrasting color palette full of rich and engaging imagery.
Design direction 1
Design direction 2
Selected direction
Responsive designs
Mobile screen designs
Design system and components
Populated page templates