Design language 2.0

Evolving Illumina’s industrial design language.

Illumina’s design language needed a refresh. There were many companies copying Illumina’s industrial design.

My responsibility was to propose different languages and create a distinctive brand for the sequencers.

Getting dated

In 2006, in collaboration with Lunar design, the iScan sequencer was conceived. That design became the backbone of Illumina’s design language and had been applied to their expanded product line.

Copy cats

There were too many competitors blatantly or inadvertently copying Illumina’s design language. In a market that was becoming saturated, this was an opportunity to refresh Illumina’s visual brand.

Premium

Because Illumina is the market leader, there was a need to show that their products are premium. One major challenge was because sequencers were produced in low numbers, this would limit certain manufacturing processes.