Narrative strategy, thought leadership, and brand voice
Building a unified genetics digital experience
Labcorp + Invitae · Genetics · 2024-2025
Digital strategy · Information architecture · Brand integration · Content strategy
The opportunity
Following Labcorp's acquisition of Invitae, we had an opportunity to strengthen Labcorp's position in genetics while thoughtfully bringing together the capabilities and brand equity of two established organizations.
At the same time, Labcorp's genetics content was attracting strong traffic, but engagement wasn't where we wanted it to be. Analysis suggested the problem wasn't audience interest; it was the experience. Content was organized from an internal perspective rather than around the way audiences looked for information.
The challenge was both strategic and experiential. We needed to create a more intuitive genetics experience, establish a clearer story for Labcorp in the space, and begin connecting Labcorp and Invitae across their digital ecosystems.
My role
I served as a lead strategic voice for the digital genetics experience, working across Labcorp and Invitae teams to help shape how the combined genetics story came to life.
I partnered across Marketing, Web, Digital, Content, and Creative to align the experience around audience needs, connect the two brands, and translate the broader strategy into a cohesive digital ecosystem. My role spanned content strategy, information architecture, narrative alignment, and strategic and editorial direction across teams and touchpoints.
Digital strategy · Narrative strategy · Information architecture · Brand integration · Cross-functional leadership
The approach
We started by creating alignment around a shared audience-centered approach. Across Labcorp and Invitae teams, we worked to connect brand, content, and digital decisions so the experience would tell a coherent story rather than simply combine existing assets.
On Labcorp.com, we shifted the organizing principle from what the organization offered to what audiences needed to accomplish. That meant restructuring the information architecture, improving navigation and content pathways, clarifying calls to action, and creating stronger connections between genetics resources.
At the same time, we began connecting the Labcorp and Invitae brands across digital touchpoints, including a dedicated partnership experience and updates to the Invitae homepage. The goal was to create consistency without erasing the equity each brand brought to the relationship.
Introducing the combined story
Extending the shared story across Invitae
What the work revealed
Content performance isn't always a content problem.
When audiences already show interest but engagement falls short, the barrier may be the experience surrounding the content like how information is organized, connected, and presented.
Improving the genetics experience meant designing around the audience's mental model while also creating a clearer foundation for an evolving brand story.