In the fast-evolving world of genetic clinical care, precision and innovation are paramount. Oxford Gene Technology (OGT) stands at the forefront of this field, developing advanced solutions for next-generation sequencing (NGS), microarrays, and fluorescence in situ hybridization (FISH). Their commitment to quality and innovation ensures that genetic-based medicine continues to progress, improving the lives of patients worldwide.
But how does a company with such technical expertise ensure that its brand and digital presence reflect its leadership? That’s where UP came in—to craft a brand identity and digital experience that matched OGT’s excellence in hybridization technology, clinical research, and diagnostic solutions.
Bringing Humanity into the Brand
OGT’s philosophy is clear: they exist to advance genetic-based medicine by creating effective, accurate, and easy-to-use genetic analysis products. Their products are designed for scientists, by scientists. However, their brand needed to tell a stronger story—not just about their expertise but about their role as a partner in improving human health.
The UP creative team focused on bringing humanity into the brand, emphasizing OGT’s strong customer service approach and unparalleled scientific knowledge. By doing so, we helped transform OGT’s identity into one that resonates with both their scientific audience and the broader healthcare community.
A beautifully crafted brand was born. The new visual identity reflected the intricate and complex nature of genetic science through bespoke illustrations, patterns, and a redefined brand architecture. But branding alone wasn’t enough—OGT also needed a digital transformation.
A Modern, Integrated Website
When UP for DIGITAL joined the project, OGT’s online presence was fragmented. They had two separate websites—one for their main business and another for their Cytocel product line—both of which were outdated and not mobile-responsive. More importantly, they failed to represent OGT as a single, unified business.
Our challenge was to bring everything together under one digital roof. The goal was to create a seamless customer experience, improve navigation, and make it easier for OGT to showcase and sell its genetic products. Additionally, we needed to provide OGT with a user-friendly content management system (CMS) that allowed for effortless updates and product additions while maintaining strong search engine visibility.
Key Workstreams and Strategic Enhancements
To achieve these objectives, UP focused on multiple workstreams:
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A single website for both brands: Consolidating OGT’s digital presence to allow for cross-selling opportunities and a more cohesive user experience.
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Developing an online lead generation tool: Enabling potential customers to find and engage with OGT’s solutions more effectively.
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Enhancing support for the sales team: Creating a platform that provides existing customers with the tools and resources they need.
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Building a comprehensive information hub: Featuring podcasts, blogs, vlogs, and articles to educate and engage OGT’s audience.
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Developing a custom web application: Introducing the NGS Panel Builder, a tool that simplifies the selection process for researchers and clinicians.
A Brand and Website Built for the Future
OGT recognized that its brand and digital presence needed a complete refresh to match its status as an expert in clinical and diagnostic solutions. UP’s approach was rooted in understanding OGT’s market position and competitive landscape. Through our BaseUP process, we conducted an internal and external audit, revealing an industry that was highly transactional, with little focus on the ultimate goal—improving human health.
This insight allowed us to position OGT as more than just a product provider. Instead, we highlighted their role as a trusted partner in clinical genetics and cytogenetics laboratories, helping them achieve positive patient outcomes.
A Compelling New Tagline: What binds us, makes us
To reinforce this positioning, we developed an evocative tagline that encapsulates OGT’s mission and vision—one that speaks directly to scientists, healthcare professionals, and patients alike. This new brand identity and digital strategy ensure that OGT continues to lead the way in genetic clinical care, both in innovation and in the way they connect with their audience.
Through a combination of thoughtful branding, user-centered design, and strategic digital development, UP helped OGT elevate its presence in the clinical and diagnostic solutions space. Now, their brand and website truly reflect their expertise, innovation, and commitment to shaping the future of genetic medicine.
