In 2023, the U.S. diagnostic testing market, valued at $84.85 billion, is set to experience significant expansion, with projections indicating it will reach approximately $158.77 billion by 2033. This remarkable growth presents a golden opportunity for innovative brands to stand out in a competitive landscape, particularly as a generational shift within laboratories unfolds. This evolution highlights the need for a design-driven approach that can effectively capture and communicate a brand’s unique narrative.

Enter Lusis. Seizing this opportunity, Lusis collaborated with Stitzlein Studio to craft a distinctive and vibrant brand identity that sets it apart in the burgeoning diagnostics sector. Stitzlein Studio undertook a comprehensive branding overhaul, encompassing a wide range of elements from the ground up. This included developing an engaging name, creating a striking visual identity, designing a compelling website, and implementing hardware branding. Additionally, Stitzlein Studio produced a full motion graphics package to enhance Lusis’s visual storytelling.

The creative process behind Lusis’s brand identity was spearheaded by Joe and Leslie Stitzlein, who provided overall creative direction and strategic insight. The design team, consisting of Sergio Fonseca, Oliver Gareis, João Renato Nicoli, Steven Bracki, Alan Cheetham, and Joe Stitzlein, brought this vision to life through meticulous design and execution. The naming and copywriting efforts, led by Austin Howe, ensured that Lusis’s messaging was clear, impactful, and aligned with its new visual identity. Together, this collaboration has positioned Lusis to make a significant impact in the diagnostic testing market.