Sano Genetics

A transparent future for genetic research Sano is an ethical data and research platform with a goal to accelerate the development of the next generation in medicine. They bridge the gap between the public and the science community by empowering their users and celebrating the value in each individual. By challenging the way the scientific industry manage personal data, Sano adopts an ethical framework - giving the user complete control and options for how their Data is used - building on keystones of data consent and transparency. Sano’s personal genetic sequencing kits and online user portal also allows an individual to learn more about themselves whilst keeping them informed in how their genetics can hold the key to advancing medical science. Previously named Heterogeneous, Sano approached Point to develop an identity for their new name and product. The existing brand and website didn’t wholly connect with their core messaging or ethical positioning and so Point set out to delve into the personality, intentions and grander vision for the brand with the aim of adopting a more human-centred tone. Following this stage, our task was to develop a brand that truly encompassed the essence of this forward-thinking genetics company within an identity that was less scientific and technical but more warm and authentic. Point built on the brand’s core ethos, by developing an identity rooted in the concept of transparent genetics, drawing on the visual language used in science and widely recognised gene structures. The result is a unique visual style born directly from a concept at the heart of their business.