{"id":514880,"date":"2021-03-23T13:56:53","date_gmt":"2021-03-23T13:56:53","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?post_type=client-story&#038;p=514880"},"modified":"2025-03-05T05:36:22","modified_gmt":"2025-03-05T10:36:22","slug":"23andme-connecting-the-dots","status":"publish","type":"client-story","link":"https:\/\/www.capgemini.com\/us-en\/news\/client-stories\/23andme-connecting-the-dots\/","title":{"rendered":"23andMe: Connecting the dots"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/03\/23andMe-landingpagebanner.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Client Story<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">23andMe: Connecting the dots<\/h1><\/div><div class=\"inner-row-insight download-btn\"><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/us-en\/news\/client-stories\/23andme-connecting-the-dots\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/us-en\/news\/client-stories\/23andme-connecting-the-dots\/&amp;text=23andMe%3A%20Connecting%20the%20dots\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/us-en\/news\/client-stories\/23andme-connecting-the-dots\/&amp;text=23andMe%3A%20Connecting%20the%20dots\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>23andMe is a leading company in personal genetics. Its mission is to help people access, understand, and benefit from the human genome. As the company became more recognized around the world, questions arose about how it could extend its brand to reflect a diverse reach \u2013 spanning scientists and research facilities, as well as families at home.<\/p>\n\n\n\n<p>One of 23andMe\u2019s biggest challenges was to represent itself in a distinguishable and consistent fashion across all platforms and to all users. In 2015, <a href=\"https:\/\/www.23andme.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">23andMe<\/a> asked <a href=\"https:\/\/www.idean.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>Idean, part of Capgemini Invent<\/u><\/a>, to help create a coherent and emotionally engaging brand experience that would connect people in a personal and human way.<\/p>\n\n\n\n<p>The inspiration behind 23andMe\u2019s name and core theme guided us in our design exploration: the 23 pairs of chromosomes comprising an individual\u2019s genetic composition, which makes each of us unique. Keeping the 23 pairs of chromosomes in mind, we created a visual design framework and an extensive style guide that included detailed iconography, color palettes, illustrations, and photo-usage examples.<\/p>\n\n\n\n<p>Along with the 23 pairs of chromosomes, another important aspect of our design was the concept of what lies beneath the skin \u2013 the fascinating synthesis of chromosomes that come together to form a unique entity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-revitalized-connection\"><strong>A revitalized connection<\/strong><\/h3>\n\n\n\n<p>We created a brand experience that is reliable and distinguished, yet approachable and personal. It led to a 33 percent increase in new consumers and passed an important FDA review within a year of rebranding.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-03627597 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-25 is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.idean.com\/work\/23andme-connecting-the-dots-humanizing-genetic-testing\" style=\"border-radius:50px\" target=\"_blank\" rel=\"noreferrer noopener\">Read the story<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-autocloud-form undefined autocloudform\"><div class=\"section--autoCloud-form\"><div class=\"wrapperAutoCloudSection\" id=\"linkToForm\"><div class=\"container\"><div class=\"row\"><div class=\"col-md-12 col-lg-6 left-img align-self-center escaper-left\"><\/div><div class=\"  col-md-12\"><div 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We will get in touch with you.<\/h3><\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"mf_form__errors\">\n\t\t\t\t<p>We are sorry, the form submission failed. 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