Client: Genoptix
Project: Website Design
When Genoptix called us to redesign their website, they challenged us to set them apart from their competition and make them completely stand out from the rest of their industry. When we began our research and immersion into the biotech and medical lab industry, we saw a very clear path. A bold, clean and open design with a very user-friendly navigation.
Most labs have simple pics and graphics crowded by tons of links and copy on their home pages. It’s a nightmare to navigate. We went the opposite direction and created this beautiful interactive 3D component and limited the number of links to just ten. Our goal is “get anywhere in the site within two clicks.” The cells spin and glide around the stage as they avoid the user's mouse movements. The client loved it and has since incorporated the cells into much of their IR and external collateral.