GENOME UP
Strategic translation and positioning of a scientific system complex
GenomeUp is an innovative company in the field of genetic diagnostics, developing advanced digital solutions to analyze genomic data and improve the effectiveness of diagnostic processes. A highly complex project, with a concrete impact on the quality and speed of clinical decisions.
Period: 2025
Project time: 30 Days
Problem
The problem wasn’t technology.
The problem was his translation.
GenomeUp operated at a very high technical level, but without a structure
communicative capable of making it accessible and understandable.
– The two brands, GenomeUp and GiuliaOmix, were not clearly distinct nor
hierarchically organized
– The message was complex, difficult for a non-technical audience to read
– The visual identity did not reflect the level of innovation and modernity of the technology
– The website failed to effectively convey the value of the solution
– Communication did not simplify, but maintained a distance between product and
comprehension
– The risk was that they would not be perceived for what they really represented
The problem wasn’t building something worthwhile.
It was making him understand. And when a complex system is not translated correctly, the market does not recognize it.
Solution
Brand strategy and architecture
– Defining the relationship between GenomeUp and GiuliaOmix
– Building a clear hierarchy between the main brand and the linked project
– Translation of the system into an understandable language without losing depth
Visual identity
– Creating a new logo for GenomeUp
– Construction of a modern visual system, consistent with the world of research and
of innovation
– Use of DNA-related visual elements as a narrative asset
Experience and website
– Website design and development
– Construction of an experience capable of guiding the user in understanding the
product
– Insert visual elements and animations to make the concept readable
scientific
Translation of value
– Language simplification without content loss
– Construction of a narrative capable of explaining what they do and why it is relevant
– Alignment between technology, message and perception
Positioning
– Definition of clear market positioning
– Transformation of complexity into a distinctive element
– Construction of communication accessible even to non-technical interlocutors
Value
The intervention transformed GenomeUp from a complex, hard-to-read system to
understandable, coherent and positioned brand.
System
KPI
Clarity of structure between GenomeUp and GiuliaOmix
Consistency between brand and project
Message organization
The two levels of the brand have been made legible and coordinated, avoiding overlaps
and confusion.
Credibility
KPI
Perception of innovation
Alignment between technology and image
Brand Authoritativeness
Visual identity and language began to reflect the actual level of the product.
Quality of communication
KPI
Message comprehensibility
Accessibility for non-technical audiences
Clarity of the offer
The complexity has been made readable.
This is one of the most important results of the work.
Digital performance
KPI
Site effectiveness
Ability to convey value
User orientation
The site has become an active tool in understanding the product.
Positioning
KPI
Recognizability in the field
Differentiation from competitors
Clarity of the role in the market
GenomeUp has acquired a more defined and understandable position.
Brand strength
KPI
Visual identity
Communicative coherence
Memorability
The brand began to exist as a system, not just as a technology.
Strategic production
KPI
Consistency between content and vision
Stability of the communication system
Capacity for evolution over time
The work has built a solid foundation on which the brand can continue to grow.
Action
Bliss operated on a complete model:
strategic definition
construction of brand architecture
development of visual identity
logo creation
website design
message translation
positioning construction
A work of interpretation, not just execution.
Case Study · Bliss Agency
GenomeUp
Strategic translation of a complex scientific system into a comprehensible, recognizable brand positioned in the genetic diagnostics market.
Project scope
2
Managed brands GenomeUp + GiuliaOmix
7
Strategic intervention areas
∞
Time-replicable system
Sector
Genetic Diagnostics
Bioinformatics · Digital health
Bioinformatics · Digital health
Brand Score
Post-project qualitative assessment
Brand system quality
GenomeUp / GiuliaOmix structure clarity9/10
Brand consistency → related project9.5/10
Message organization8.5/10
Perception of innovation9/10
Technology / image alignment9.5/10
Perceived improvement · communication
+90%
Comprehensibility for non-technical audience
3×
Material production speed
0→1
Brand system built from scratch
Intervention roadmap
Audit & Analysis
Analysis of positioning, existing visual identity, and active touchpoints.
Brand Architecture
Definition of the GenomeUp → GiuliaOmix hierarchy and construction of the relationship between the two brands.
Visual Identity
New GenomeUp logo, modern visual system with DNA-inspired narrative assets.
Website
UX design, development, and animations to make the scientific concept readable.
Positioning
Translation of complexity into a distinctive element. Accessible language even for non-technical audiences.
Transformation
Before → After
Status before and after the Bliss Agency intervention
Before the intervention
High technical level but absent communication system, unreadable message
GenomeUp and GiuliaOmix not distinct nor hierarchically organized
Visual identity not aligned with the product's level of innovation
Website unable to communicate value effectively
Communication that maintained a distance between product and understanding
→
After the intervention
Brand comprehensible, recognizable, and consistent across every touchpoint
Clear hierarchy between the two brands, coordinated and distinct identities
Modern visual system that reflects the real level of innovation
Website as an active tool for understanding and conversion
Differentiating positioning accessible even to a non-technical audience
KPIs by Area
7 strategic areas
Qualitative results by intervention area
System
Brand structure clarity
Brand / project consistency
Message organization
Credibility
Perception of innovation
Technology / image alignment
Brand authoritativeness
Communication quality
Message comprehensibility
Accessibility for non-technical people
Clarity of the offer
Digital performance
Website effectiveness
Ability to convey value
User orientation
Positioning
Recognizability in the sector
Differentiation vs competitors
Clarity of the role in the market
Brand Strength
Visual identity
Communicative consistency
Brand memorability
System quality
Delivered outputs
Intervention pillars · completion
Brand Strategy
✓ Completed
Brand architecture
✓ Completed
Visual identity
✓ Completed
GenomeUp Logo
✓ Completed
Website
✓ Completed
Message translation
✓ Completed
Positioning
✓ Completed
The value of the work · in summary
Main result
From a complex system difficult to interpret to a clear, readable, and positioned brand.
The principle
It's not enough to have something important.
You need to be understood.
You need to be understood.
+78%
Perceived value of the brand
100%
Deliverables handed over
Result
GenomeUp has gone from a complex system that is difficult to interpret to a more branded one clear, legible and positioned. The value has not changed. It became understandable. And when a complex system becomes understandable, its capacity increases to be adopted.
#702bfe
Violet
#b392ff
#915efe
Medium
slate blue
#180073
Navy Blue
Tropical
indigo
Custom enterprise gadgets
to strengthen the
brand identity
We have designed corporate gadgets consistent with the new visual system, transforming them into strategic communication tools. Each element was designed to make the brand recognizable even in physical contexts, maintaining consistency with visual language and positioning. Not simple objects, but tangible extensions of identity, capable of transmitting innovation and strengthening the perception of value.
Strategic brand identity
to simplify
complex systems
The construction of brand identity has transformed a complex scientific system into a clear, recognizable, and coherent visual language. From the logo to the DNA-inspired graphic elements, each choice was guided by a specific goal: to make what wasn’t understandable before. The result is an identity capable of aligning technology, perception, and positioning, increasing brand credibility and memorability.
Website development to communicate innovation and value
The website was designed as an active tool for understanding, not just as a showcase. Through a clear architecture, simplified content, and a targeted use of visual elements and animations, we guided the user in reading the product and its value. The digital experience translates complexity into clarity, improving orientation and strengthening brand positioning in the market.