Brand identity & website
Eugene
Eugene is Australia's leading at-home genetic healthcare service: offering carrier screening, reproductive health testing and personalised genetic counselling. The company was extending its positioning beyond D2C, to speak to B2B partners directly: particularly fertility and longevity clinics. The brand had to work for both: credible to a COO evaluating a partnership, accessible to a couple thinking about starting a family.
I led the rebrand and website rebuild end to end as product and design lead at Eugene.
Brand strategy through to website launch in three months. Identity system, packaging, digital rollout, full Shopify build.
Scope
- Role Brand strategy, identity design, UX & web design, front-end build
- Team (internal) Product, growth, clinical, operations
- Team (external) Design contractor (digital rollout) · Darkroom (kit templates)
- Timeline Three months
Identity
The brand mark is a fingerprint drawn as a continuous spiral: the letter E and a nod to genetic uniqueness. It holds at every scale from favicon to signage.
Canela Deck anchors the wordmark and headlines, warmer than a pathology lab. Circular handles UI and body copy, its neutrality supporting Canela without competing with it.
Colour
Nori
Forest
Moss
Sage
Charcoal
Sand
Ivory
Miso
The palette sits outside clinical convention: earthy greens and warm neutrals where you'd expect white and blue.
Graphic language
Organic ripples run across digital surfaces, print and packaging, suggesting genetic insight layering up over generations.
Kit
The test kit is the moment the identity moves from screen to hands. Shot on location in a domestic setting using physical prototypes. Darkroom built the photographs into layered Photoshop templates with editable colours, brand elements and label designs, used since to roll out new colourways without returning to a studio.
Website
The website is a custom Shopify build. Strategy, identity, IA, design and theme development.
Each part of the offering serves a different audience with a different level of prior knowledge. The core UX challenge was making that legible without flattening it. The pricing and comparison architecture is where that complexity peaks. View live site
The editable kit templates, Shopify theme and documented graphic language mean new campaigns roll out quickly and still look like Eugene.
Impact
Site conversion rate lifted 49.7% relative to the pre-rebrand baseline and held across a 14-month measurement window. Early post-launch data showed the lift; cohort analysis confirmed it was sustained rather than a launch effect.
Credits
-
Brand strategy, identity design, UX & ecommerce front-end development
Tom Lucey
-
Internal partners
Product, growth, clinical and operations teams
-
Social asset design
Oliver Robson
-
3D kit templates