Baylor Genetics pioneered the human genome and genetics testing industry, but their brand identity wasn’t keeping pace with their progress. Their current look lacked the modern, sophisticated nature of their work, and newly pioneered joint venture between the Baylor College of Medicine and Miraca Holdings added a layer of confusion to their message. They came to Yamamoto to create a clear direction for the future, one that better matched the brand’s qualities. The rebranding process started with a more relevant messaging strategy, value proposition and a new tagline: “Ready with Answers”—a nod to the brand’s commitment to customer service and optimized processes. An updated visual system included crafting a new logo, color palette and graphics, and a brand video, all of which convey a sense of enthusiasm and approachability. The new identity has been completely integrated into their website, social platforms and collateral system, and stands to be the face of the brand, well into the future.