Illuminating the future of genomics to lead the way toward a brighter, healthier tomorrow

For over two decades, Illumina has been the global leader in genomics, revolutionizing genetic research and commanding 90% of the hardware market. Despite its pioneering role, Illumina faced challenges from rising competitors, market commoditization, and increased scrutiny. As Creative Director, I led a multidisciplinary team of designers, motion vendors, event producers, photographers, and videographers to develop and execute a strategy that seamlessly blended a bold creative vision with strategic business insights. Anchored in the metaphor of light—core to Illumina’s technology—we redefined the brand with elements like light fields, backlighting, and light trails. By thoughtfully crafting every element around this central idea, we created a cohesive brand experience that strengthened Illumina’s visibility, elevated internal engagement, and enhanced external perception. This process solidified their leadership in an ever-evolving industry.