Opportunity: Case Western Reserve University adjoins the world-renowned Cleveland Clinic and several other large hospital systems in Cleveland. This unique alignment allowed Case Western to launch a data and statistics department, the Institute for Computational Biology, to partner with local hospitals to analyze population genetics as it applies to disease epidemiology and preventative health. A careful touch was required to align the new venture with established brands. 

The Change: Big data, especially genomics, is exciting for researchers but often challenging for the public to grasp. We took reference from informational graphics to build a logo that combines Lake Erie, DNA, and the Cleveland skyline into a unique visual identity. The resulting brand delivers a unique voice for the department while paying homage to its parent university and hospital partners. Brand colors are suggestive of the respective brands while staying within the brand guidelines of Case Western Reserve University.

Impact: The new design was executed across all digital assets and within the university offices, giving researchers a boost of pride and confidence. Since launching in 2015, they have been honored to present and research worldwide, extending their research and insights to new audiences with over 1,000 scholarly papers across multiple disciplines.