02 — Website · Branding Design · 4 Months

Genebook

Role Lead UI/UX &
Product Designer

Duration 4 Months

Deliverables Brand Identity (CI)
Responsive Web

Client Health GeneTech Corp.
Biotechnology, Taiwan

Overview

Marking the 10th anniversary of Health GeneTech Corp., a leader in Taiwan's biotechnology sector, I led a comprehensive 4-month rebranding initiative. As Lead Product Designer, I managed the end-to-end transformation of the Corporate Identity (CI) and official website — shifting the brand from a traditional "B2B lab" image to a professional yet vibrant "human-centric health partner".

Problem

A 10-year-old brand stuck in "B2B lab" territory, inaccessible to the modern health-conscious consumer.

Brand Challenge

Health GeneTech's existing identity relied on cold, clinical visuals that resonated with lab partners but alienated the general public. The brand needed to communicate trust, modernity, and accessibility simultaneously — without losing scientific credibility. Additionally, professional medical terminology (e.g., "NGS") was intimidating and meaningless to everyday users.

Key Strategic Insight

During external testing, I discovered that translating "high-tech" into "high-value" — by highlighting the market value and premium pricing of equipment — immediately built user trust, even for those with no medical background.

Process

Discovery → Architecture → Validation → Strategic Refinement.

01 Discovery

Stakeholder interviews to define the "Why" behind the rebrand. Competitive analysis to identify market gaps and differentiation opportunities.

02 Architecture

Established a clear Information Architecture to simplify complex genomic services. Internal usability testing refined the navigation bar and simplified "Instructional Steps".

03 Hi-Fi Design

Integrated the new CI into a high-fidelity web interface. External usability testing with potential users validated the interface and surfaced the key trust insight.

04 Strategic Refinement

Moved beyond technical jargon to strategically highlight market value — translating complex science into perceived quality and building immediate user trust.

Solution

Morse Code as DNA metaphor — repositioning the brand as a "Biotechnological Decryptor".

Brand Identity

I replaced the outdated human-shaped trademark with a sophisticated logo inspired by Morse Code — symbolising that while DNA is the "source code" of life, Health GeneTech acts as the expert "decoder." I departed from conventional biotech blues and greens, selecting Vibrant Orange and Professional Red as the primary palette, injecting energy and approachability into the brand.

Systemisation

To ensure long-term scalability, I delivered a complete CI Brand Manual covering logotype standards, a 12-column grid system, and unified design components — making the system handoff-ready from day one.

80% of users value quality content over price

Qualitative research confirmed that clear diagrams presenting the testing process were the most effective trust-building mechanism — guiding the final information hierarchy.

Outcome

A holistic brand transformation — scientific rigour meets human warmth.

Strategic Design & Branding

Holistic Transformation: Successfully integrated graphic design, UI design, and CI to revitalise a premier Taiwanese biotechnology company.
Narrative Identity: Morse code repositioned the brand as a "Biotechnological Decryptor."
Emotional Connectivity: Transitioned from cold clinical tones to a vibrant, youthful palette.
Systemic Scalability: Delivered a rigorous CI manual with logotypes, 12-column grid, and typography standards.

User-Centric UX Insights

Trust Through Transparency: Highlighting equipment market value bridged the knowledge gap for laypeople.
Intuitive IA: Refined navigation bar and simplified instructional steps for complex genomic information.
Actionable Data: 80% of users value high-quality content over price — reinforcing the need for clear process diagrams.