Stride Health Group
Building a brand identity for a personalised liquid supplement based on your DNA
To a customer, every DNA test is the same, unless you can make them care about the difference
CircleDNA
Deliverables & Bespoke solutions
- Script and storyboarding
- Character design
- Visual language development
- Animation style
The Brief
CircleDNA sells the world’s most comprehensive at-home DNA test. Their DNA reports provide thorough insights into vital health, disease, and nutrition information that help people take preventive action and optimise their health. Against a category that harps on ancestral history through cold and hard science, CircleDNA is poised to become a category challenger. Despite this clear differentiation, the public’s lack of understanding and interest in genetic science is a huge barrier that CircleDNA needed to overcome to get more people interested in the brand.
What makes the brand’s DNA unique is clear. Our creative solution lies in making this meaningful differentiation come to life.
Educating the public on genetic science with DNA testing through a series of animated videos
The solution
We created an animated series that would educate the public on the science of DNA in entertaining ways. The team looked beyond the category norms of being dull, serious, and academic, and approached it like a contemporary health and wellness brand would – informative but entertaining. This led to an animated video that clearly explains the science behind CircleDNA, without getting too technical. The fun and bubbly animation style makes it easy to break down complex concepts in a way the audience can understand.
The series follows our main character, Sam, who went through a rigorous design process. Their exaggerated, but distinguishable features, paired with refined scientific imagery, help simplify the science for the viewer no matter how microscopic we get. The charming visuals were complemented by a script that brought the science to life in entertaining scenarios. No flashbacks to boring days in biology class here.
the process
- Distilled scientific concepts
- Created a simple visual and animation style
- Crafted a compelling storyline for viewers to easily digest
- Character design and development
- Video production of the video series
the Results
The animated explainer series went live in April 2022 and has successfully reached thousands of people worldwide, helping to increase awareness and understanding of CircleDNA's offerings and the importance of genetic science in optimising health and well-being.
CircleDNA
