When Labsafe first came to us to redesign their website, they didn't intended to alter their identity. However soon into the initial interviews it became apparent that their identity was not conveying the message they had desired. It was important to Labsafe that it convey to customers the quality and accuracy of the tests they offered, the safety in performing them, and the respect of privacy they had for the customer's information.

In order to improve these goals our solution was to evolve the identity with a goal retain it's overall recognition.

This would allow us to ensure these ideas were more effectively communicated yet still retain the same basic concept. The new color pallet was design to provide a calming quality to it, while introducing medical blue to align Labsafe more with the medical profession than the low quality home-kits typically used for consumer testing. The changes to the symbol and custom drawn typeface further elevated the professional and quality feel of the identity and brought a connection between the symbol and company name.