Brand · Digital · Campaign · Print

Calibrating
precision.

A connected creative partnership that translated complex laboratory science into a brand people could understand, trust, and confidently put into practice.

National sales meeting · Brand filmCreative direction + production

Role

Brand strategy, creative direction, design & production

Scope

Identity, web, campaign, photo, video, apparel, print

Audience

Healthcare providers, patients, sales teams, employees

Throughline

Make advanced science feel clear, credible, and human

The opportunity

Science is complex.
Trust shouldn't be.

Precision Diagnostics needed a creative system broad enough to support a growing company and precise enough to communicate inside a highly technical category. The work stretched from product branding and digital experiences to social campaigns, photography, sales-meeting motion, employee culture, and printed tools.

My role was to create clarity across all of it: translating scientific value into a coherent visual language, then carrying that language into real-world materials that different audiences could immediately use.

One brand · Many jobs

Product identity

A distinct, ownable system for VerifID that still felt native to the Precision portfolio.

Digital presence

A clearer, more approachable website and campaign language for a growing healthcare audience.

Sales enablement

Flexible tools that helped teams explain products without oversimplifying the science.

Motion + photography

Original content that gave meetings, launches, and internal storytelling greater energy.

Employee culture

Celebratory apparel and creative moments that recognized the people behind the laboratory.

Printed systems

Dense operational information made structured, legible, and consistent with the master brand.

01 · VerifID identity

Trust, built into
every touchpoint.

VerifID began as a sophisticated DNA-based specimen verification solution. It needed to become a product healthcare providers could immediately understand and believe in—without losing scientific credibility.

I helped shape the product identity, visual branding, messaging, and launch creative around a simple promise: trust through verification. The resulting system connected accuracy, compliance, privacy, and a more respectful patient experience in one approachable brand.

01 / 04

VerifID brand-guide cover

02 · Motion + moments

Give the science
a human pulse.

The creative system also had to energize the people carrying the brand. Original photography and motion brought the national sales meeting to life, while candid team moments made the company's culture visible beyond a slide deck.

Precision Diagnostics team gathered at the national sales meeting — National sales meeting
Photography · Art direction · Culture

Precision Diagnostics community-service materials and decorated donation bags

Brand behavior

More than a logo system.

The strongest brand work helped teams recognize themselves in the company. Campaign moments, meeting content, photography, and community initiatives turned a clinical identity into something active, participatory, and real.

03 · Lab Week 2026

Celebrate the people
behind the science.

For National Medical Laboratory Professionals Week, I created “Lab Story”—a playful employee-apparel concept inspired by the visual language of Toy Story. Custom illustrations of laboratory tools turned the company's technical world into a bold, energetic celebration of the team.

Lab Story shirt-back artwork surrounded by illustrated laboratory tools — Employee apparel · Shirt back

Precision Diagnostics Lab Story supporting graphic — Supporting graphic

Precision Diagnostics Lab Story front-chest apparel mark — Front-chest mark

04 · Printed materials

Dense information.
Designed to move.

From launch sell sheets to collection instructions and clinical test menus, every piece had a practical job. Hierarchy, color, and repeatable brand rules made complex information faster to scan and easier to use.