An agile brand build born from a logo challenge and shaped by evolving launch goals.
Guardant Health is dedicated to helping patients at all stages of cancer through the power of blood tests and the data they unlock. We were tasked to work with multiple partners to develop branding for their colorectal cancer blood test in a multi-stakeholder environment.
BARRIERS
Shifting timelines, names that failed testing, and an expanding scope that included an HCP portal created complexity and risked misalignment.
SOLUTIONSWe phased the brand build, color palette, icons, and logo, so design could progress alongside ongoing name generation. Early establishment of strategy, personality, and positioning allowed parallel approvals, keeping all elements cohesive despite evolving inputs.
Guardant
Logos for Guardant’s products within its portfolio.
We went through roughly 200 executions to achieve the final creative.
LUNARIX was the initial working name for the product
The client wasn’t fond of the internal name, so we executed more logos using LOREM
After numerous name generations, Glean and EarlyBird became contenders
Ultimately, there was a consensus, and the product was called G-Shield
HCP welcome kit: brochure, welcome letter, sticker, desk accessory, business card
