Narrative strategy, thought leadership, and brand voice
Invitae Generation
Invitae · 2023-2024
Naming · Narrative strategy · Messaging architecture · Integrated campaign
The opportunity
Invitae had developed a growing ecosystem of technologies, models, data, and scientific approaches to improve genetic variant classification. As those capabilities evolved, so did the number of names used to describe them.
We needed an organizing idea that could bring those capabilities together without flattening the science behind them.
My role
I developed the Invitae Generation name and helped build the narrative and messaging architecture around it, creating an umbrella concept for a complex and evolving set of technologies and scientific capabilities.
I then worked across teams to extend that idea into web, campaign, and social content.
Naming · Narrative strategy · Messaging architecture · Content strategy · Creative collaboration
The approach
Rather than ask audiences to understand a collection of individually named technologies, we created a single organizing concept: Invitae Generation.
“An evolution of technology—powered by people” became the expression of that idea, connecting Invitae's technology and data with the scientific expertise behind them and more definitive answers for patients.
The narrative was designed to work at different levels of depth, from a quick introduction to detailed scientific education, while keeping the same organizing idea intact across channels.
Invitae Generation digital experience
Translating the narrative into deeper scientific education
Invitae Generation social campaign
Impact
80%+
of practicing genetic counselors engaged
2.8K
new users driven to the landing page