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.