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Revolutionizing the world
of diagnostic testing

Brand Strategy
Art Direction
Brand Identity
Brand Messaging
Product Naming
Packaging Design
Website Design
Pitch Deck
Brand Guides

Better health begins with smarter testing. Meet Aptitude: the need-to-know player in diagnostics delivering lab-quality results with living room ease. COVID was the catalyst, exposing a crucial need for fast and reliable PCR testing that met consumers where they were. Providing a clear yes or no, stay or go.

But for Aptitude, the possibilities are limitless by combining the simplicity of saliva collection with the unparalleled accuracy of molecular testing, which until now, had to be sent to a lab. It's the gold standard, the game changer, empowering people to get the certainty they need and get back to life.

As the only at-home molecular test on the market, we sought to create a symbol that telegraphed this DNA-based process. A nod to the double helix — this logo communicates the science behind Aptitude products, as well as the all-encompassing approachability of the brand.

A system was built around the helix ribbon as graphic device, a dynamic and concise color palette as well as custom brand photography lent itself to all touchpoints. The “reveal” of the gradient behind the ribbon speaks to a human warmth that is crucial to the brand — meant to ease any misgivings that testing for potential illness may bring. 

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