Case Study 3

From Specialized to Mainstream: Transforming a Brand into a New Segment

PROJECT #1004

Picture by Fulgent Genetics

a publicly traded company specializing in advanced genetics testing.

Challenge

Transitioning from clinical genetics testing to the at-home health testing kits segment, making the service accessible and appealing to a broader consumer market.

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Process:

Step

BRAND DISCOVERY

Conducted in-depth branding workshops to align the team on messaging, strategy, and brand direction. Analyzed the competitive landscape in the at-home health testing market to identify opportunities for differentiation.

Step

BRAND POSITIONING

Developed the vision, mission, and brand positioning statements to establish a clear and compelling foundation for Picture.

Step

DEFINING BRAND PILLARS

Identified core brand pillars that highlight the company’s values and the unique benefits of its at-home testing kits.

Step

SHAPING BRAND PERSONALITY & NARRATIVE

Crafted a more approachable brand personality to resonate with everyday consumers while maintaining credibility. Developed a compelling brand narrative to effectively communicate Picture’s mission and transformation.

Step

ESTABLISHING VOICE & TONE

Defined a friendly and engaging voice to make genetic testing more relatable while preserving its scientific integrity.

Step

MARKET RESEARCH & VALIDATION

Conducted extensive consumer research to assess market needs, preferences, and demand. Validated key hypotheses through surveys and user focus groups, refining product appeal and positioning.

Step

CUSTOMER JOURNEY OPTIMIZATION

Mapped a seamless and engaging customer experience, ensuring a smooth transition from brand awareness to post-purchase engagement.

Step

REFINING MESSAGING

Synthesized insights from market research to refine messaging that resonates with the target audience. Ensured clarity, consistency, and alignment with consumer expectations across all brand communications.

Result

The brand transformation leveraged Fulgent Genetics’ credibility to establish Picture as an approachable, consumer-friendly brand, successfully positioning it in the at-home health testing market for sustained growth.