Reimagined the identity of Ancestry to transcend just genetic analysis and turn Ancestry into a cultural research hub that empowers users to discover their past, feel more connected to their culture, and share their stories.
Project Overview
This project aimed to fundamentally rebrand and reimagine the identity of Ancestry. The goal was to elevate Ancestry beyond genetic analysis, transforming it into a cultural research hub that empowers users to explore their heritage using cutting-edge AI technology. We sought to create a platform where users feel a profound sense of pride and trust in sharing their stories and celebrating their families' cultures.
Team Credits
Scope
Strategy
Research
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo design
Typography
Visual Design System
Illustrations
Pattern Design
Applications
UI Design
Media Campaign
Packaging Design
Brand Applications
The brand identity comes to life through an engaging social media and billboard campaign that emphasizes the woven thread of life, reaching global audiences and spreading Ancestry’s message worldwide. The newly refreshed packaging design for Ancestry DNA embodies our eclectic and nostalgic values, enhancing the experience of discovery.
Our redesigned app features an immersive UI, allowing users to explore AR images of historical landmarks and travel through time. Users can delve into matched cultures through recipes, history, music, and more, enriching their connection to their heritage. Additionally, new brand-illustrated characters make the app inviting and enjoyable for everyone.
Strategy
In developing this product, I conducted an in-depth competitive analysis and opportunity mapping, identifying key mega trends and competitive advantages. This comprehensive research informed the creation of a new purpose, values, positioning, and ambition for Ancestry, ensuring a distinct and compelling brand identity.
