Invitae wanted one term for its full suite of tools, processes, and models. They had too many names for their quickly evolving technology, creating confusion among customers and internal teams.

Past names were too technical, and competitors tried to position Invitae as an automated, AI-only company. We needed to clarify that scientific experts were part of every step. While no other genetics company marketed its technology this way, it was a unique opportunity to use ingredient marketing, balance the descriptive with the catchy and memorable, and connect and inspire.

Rather than call it a "platform" or "engine," I went with Invitae Generation due to its memorability and ability to encompass dual meanings. Generation could refer to generating data to power research, and it could also speak to an entire generation of people who now had more information that could impact their health. Additionally, it had creative potential. "Gene" could be pulled out in "Generation" for a video transition or a moving graphic for social.

With the support of our VP of Marketing, we pitched this strategy internally and tested it with our external audiences. After positive feedback and working with the creative, digital, and marketing teams, we launched Invitae Generation in the Spring of 2024.