This project aimed to fundamentally rebrand and reimagine the identity of Ancestry. The goal was to elevate Ancestry beyond genetic analysis, transforming it into a cultural research hub that empowers users to explore their heritage using cutting-edge AI technology. We sought to create a platform where users feel a profound sense of pride and trust in sharing their stories and celebrating their families' cultures.
Strategy
Research
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo design
Typography
Visual Design System
Illustrations
Pattern Design
Applications
UI Design
Media Campaign
Packaging Design
Ancestry site is used primarily by Baby Boomers and Gen X users, even though there is a rise in Millennials using the site. The site has a lot of basic services that could be improved upon in order to appeal to younger generations. There's also some concern around navigating privacy concerns related to genetic information.
Make Ancestry not just a tool for genealogy but also a relevant and compelling platform and resource for people of all ages to learn more about their heritage and families.
Guided by our new brand purpose of inspiring shared humanity and interconnectedness, the identity system was developed with the vision that we are all weaving our stories into the tapestry of life. Ancestry's new core values—eclectic, nostalgic, and empathetic—reflect this vision, creating a rich, inclusive narrative that resonates with everyone.
Inspire shared humanity and interconnectedness.
We are the only global memory keepers that help curious descendants weave their stories through the tapestry of life.
Eclectic, Nostalgic, Empathetic
By 2035 we will have 50 million people using our DNA services, and access of 40 billion records across the globe.
The brand identity comes to life through an engaging social media and billboard campaign that emphasizes the woven thread of life, reaching global audiences and spreading Ancestry’s message worldwide. The newly refreshed packaging design for Ancestry DNA embodies our eclectic and nostalgic values, enhancing the experience of discovery.
Our redesigned app features an immersive UI, allowing users to explore AR images of historical landmarks and travel through time. Users can delve into matched cultures through recipes, history, music, and more, enriching their connection to their heritage. Additionally, new brand-illustrated characters make the app inviting and enjoyable for everyone.
In developing this product, I conducted an in-depth competitive analysis and opportunity mapping, identifying key mega trends and competitive advantages. This comprehensive research informed the creation of a new purpose, values, positioning, and ambition for Ancestry, ensuring a distinct and compelling brand identity.
