Ancestry
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.
Scope
Strategy
Research
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo design
Typography
Visual Design System
Illustrations
Pattern Design
Applications
UI Design
Media Campaign
Packaging Design
UI Design
Media Campaign
Packaging Design
Brand at a Glance
PURPOSE Inspire shared humanity and interconnectedness.
VALUES Eclectic, Nostalgic, Empathetic
POSITIONING We are the only global memory keepers that help curious descendants weave their stories through the tapestry of life.
AMBITION By 2035 we will have 50 million people using our DNA services, and access of 40 billion records across the globe.
Brand Identity
Brand Identity
Brand Applications
Problem
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.
Task
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.
Ancestry
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.
Scope
Strategy
Research
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo design
Typography
Visual Design System
Illustrations
Pattern Design
Applications
UI Design
Media Campaign
Packaging Design
UI Design
Media Campaign
Packaging Design
Brand at a Glance
PURPOSE Inspire shared humanity and interconnectedness.
VALUES Eclectic, Nostalgic, Empathetic
POSITIONING We are the only global memory keepers that help curious descendants weave their stories through the tapestry of life.
AMBITION By 2035 we will have 50 million people using our DNA services, and access of 40 billion records across the globe.
Brand Identity
Brand Identity
Brand Applications
Problem
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.
Task
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.
Ancestry
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.
Scope
Strategy
Research
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo design
Typography
Visual Design System
Illustrations
Pattern Design
Applications
UI Design
Media Campaign
Packaging Design
UI Design
Media Campaign
Packaging Design
Brand at a Glance
PURPOSE Inspire shared humanity and interconnectedness.
VALUES Eclectic, Nostalgic, Empathetic
POSITIONING We are the only global memory keepers that help curious descendants weave their stories through the tapestry of life.
AMBITION By 2035 we will have 50 million people using our DNA services, and access of 40 billion records across the globe.
Brand Identity
Brand Identity
Brand Applications
Problem
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.
Task
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.