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GoodCell
Translating complex science into a trustworthy consumer brand

2021

Brand, Web, Campaign

GoodCell is a biotech startup asking consumers to make a deeply personal health decision: storing their own cells against future disease. For a young brand in a complex category, credibility had to be earned through design. 

Working closely with a small creative team at Critical Mass, I helped build out the brand's full suite of applications: web, social, email, and campaign materials. The visual direction balanced scientific authority with warmth, leaning on considered photography and a system of infographics that translated dense content into something sleek, clear, and distinctly GoodCell.

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