WHAT THEY WERE UP AGAINST

Myriad Genetics is a molecular diagnostic company based in Salt Lake City, Utah. The company offers proprietary technologies that help doctors and patients understand the genetic basis of human disease and the role genes play in the onset, progression and treatment of disease. Myriad was moving from a house of brands to a Masterbrand. The new Masterbrand structure included four sub-brands: Myriad myRisk™, Myriad myPath™, Myriad myPlan™, and Myriad myChoice™. Myriad asked Yamamoto to help them define the sub-brands, operationalize and launch the new brand structure internally and externally.

WHAT WE DID TO HELP

The four most pressing questions for any patient around testing are: Will I get a disease? Do I have a disease? Should I treat this disease? How should I treat this disease? Myriad had distinct competitive advantages that addressed these questions, which included lab accuracy, 20+ years of research and testing methods and superior customer service and support.

Using our GoExplore™ process, we created a new brand look and feel, brand promise, new packaging for the Masterbrand structure, a brand identity system, messaging by disease and by audience, internal and external communications plans, a website refresh and a new suite of sales tools across product lines.

PACKAGING

BRAND GUIDELINES & IMAGE SYSTEM

WEBSITE

WHAT HAPPENED NEXT

The rebrand was extremely well received by internal audiences and sales teams. Myriad saw an increase in market share, a 6% growth in revenue and has undergone rapid diversification of its product portfolio.