23andme pitch studies
Client: 23andMe | Creative Director: Guy Featherstone, 72andSunny
This is a compendium of different design approaches I developed with my team (CD: Guy Featherstone, Designers: Ryan Hoelting, Tanner Stevenett, and Motion Designer: Marco Rosella) for a rebrand of 23andMe. The project was a combination of developing more engaging inforgraphics and developing ideas for consumers to wear their identity.
Original assets and palette:
![Original branding for the chromosomes](https://freight.cargo.site/t/original/i/19c2eafcf9ceae15cc18170fc5c4f13db5210978046c676924d35fc76e9b87f0/chromomap-100.jpg)
![Color palette and patterns extracted by Ryan](https://freight.cargo.site/t/original/i/4135e35c49b7a9a872846485f2b9e1503b0089f8d1c4e229b5b4ab28f8af454b/Screen-Shot-2022-08-01-at-3.56.48-PM.png)
New Infographics
Studies on different ways to break down ethnicity
These were based on the results of the account manager, Mallory.
![](https://freight.cargo.site/t/original/i/457f59aba4ea8f6489102a08e9d443a4314590582bf06c9493b143fa84e6dfa2/animationboards-07.png)
![](https://freight.cargo.site/t/original/i/b3c3d5abb7d460b94a6febedfc8410ce91f9b25135cdfdc4503406b77d45eb9b/animationboards-08.png)
![](https://freight.cargo.site/t/original/i/aa7dd8e5f707b5a57046b197519f8ff5baa83f541859ec0afce8f1787d966de8/animationboards-09.png)
![Many of these studies focused on creating a personalized flag--one that encapsulates the entirety of one's ethnicity.](https://freight.cargo.site/t/original/i/ea51ee8cef5ec74d9db848c358d6365e5f82291b9a35cad624a39722896e7738/animationboards-13.png)
![](https://freight.cargo.site/t/original/i/d29d1e56d360b61f8e426668c0c9f3c81960c77488a1a3d9bce172c05df61db8/animationboards-14.png)
![](https://freight.cargo.site/t/original/i/111a95e69067de9a298b52e742bfa50526cb4b6464094b58120931bff402bbe1/Artboard-11-copy-12-100.jpg)
![](https://freight.cargo.site/t/original/i/d561e470550027e0c58273c1af25df970bb7039beb00cdd7d5b4a51d7c819702/animationboards-15.png)
The following four designs were made with the intention of morphing and animating the data to present to users.
![](https://freight.cargo.site/t/original/i/de6e64a1041429f99229227cd1ffc53ff07e321bd77bd3e85d10b3c0d606e8d8/Artboard-46-copy.jpg)
![](https://freight.cargo.site/t/original/i/47eb81b807fee1331166fdda2593db51f0f544ad52a04fb15475f1f586899aaf/Artboard-46-copy-5.jpg)
![](https://freight.cargo.site/t/original/i/9f26cca851fa9490583b9b4638814e68ec5eeabfce7db3f9d02f1163c89bdede/Artboard-46-copy-7.jpg)
![](https://freight.cargo.site/t/original/i/b6cac50b7a837095a1a95b59e32c5ed196d80bcba9c7945112732fd133516225/Screen-Shot-2018-07-03-at-11.20.48-AM.png)
Chromosomal map with circle sizes correlating to allele lengths
![](https://freight.cargo.site/t/original/i/7c7c255d0a520edaaba5beb2d061efa85ddd86cd10b34abf6b123f5aeeb0e73d/chromo_ethnicity-31.jpg)
![](https://freight.cargo.site/t/original/i/5a81e56a89f229d38a6d5f96a9fec67399a9b2ddb1471b6e0bb55059dbc7cc34/Artboard-36-copy.jpg)
Maps
Abstracted map studies using the modular allele shapes
![](https://freight.cargo.site/t/original/i/09e0b905546f59547b455f07618f373c993ec90d270659532fdda5ec7d5b2552/Artboard-1-copy-11.jpg)
![](https://freight.cargo.site/t/original/i/2fd188f141d346574e61db743286291d47fe2065d6d66b45c60775f471bef113/Artboard-25-copy-2.jpg)
![](https://freight.cargo.site/t/original/i/5c0bded740c6332513f6bccf38edb7a13cd2be3b85f04792829915b1caec6465/Artboard-25-copy-4.jpg)
![This last one is a test of highlighting regions where someone is from](https://freight.cargo.site/t/original/i/b7c9359c0eb5684e5f26a4ca633d7369e8e7c7de8646ee56034ba0c865b3c27c/Artboard-25-copy-51.jpg)
![Exploration combining abstracted maps and ethnicity](https://freight.cargo.site/t/original/i/64580cd22251e8101a1767dab394d3badf9f2d70672961e8ba8e69178ab2a023/Screen-Shot-2022-08-01-at-6.22.59-PM.png)
![Infograph study stretching out the alleles and marking the points on each numbered gene to reflect a percentage of neanderthal variants.](https://freight.cargo.site/t/original/i/d80e6d798a23420d149d7987e1bebc0a2827d9374c60da27afc1e556def25572/Artboard-2-copy.jpg)
Timelines of migration across generations
![](https://freight.cargo.site/t/original/i/bfa2a249ad145b4f6afee8f374b75b4427a44741cf74c6f7ea9d1dc09c52e3c3/Artboard-34-copy-100.jpg)
![](https://freight.cargo.site/t/original/i/09a45886e34c291103a11823c7a9789dc577cc62ee4de5923c9acde4b5cb42ac/Artboard-34-100.jpg)
![](https://freight.cargo.site/t/original/i/775290c956165dc72f6a79819b745e6139f9c8be5dfd095afbc6bb97cd3a2b65/Artboard-34-copy-2.jpg)
Merch
A lot of my colleagues were HYPEBEAST fans and eager to explore possibilities of customizeable products from popular brands to appeal to younger audiences. I thought about the Nike’s ID sneaker customization tool. Guy encouraged me to explore archives of Nike x ____ collaborations for inspiration on what a 23andMe shoe could look like.
![Tanner designed this store mockup. Along with Ryan, we developed a slew of potential items.](https://freight.cargo.site/t/original/i/5572a7ebdcc6fdce3d51911234a8af50b3c8bcb66ff4e1a70e05f99ab3fa8dc1/ances1-copy-2.jpg)
![](https://freight.cargo.site/t/original/i/b5e280f9a8fb40cd0deddb8f55814fff102628e363f744405ddd96106dff82f0/ances1-copy-3.jpg)
![](https://freight.cargo.site/t/original/i/2a2281c85f91a39c01e8ca4fae4d8cc7c8d0081ce9f91528fae5ec2f1204b635/ances1-copy-4.jpg)
![](https://freight.cargo.site/t/original/i/d03624b5d33772d1cf5a5db66697c2f6265626f0d8bced1783fe128c0508b204/ances1-copy-5.jpg)
![Here I experimented with a UI experience (inspired by the Nike ID system) allowing people to choose how to represent themselves and configure their identity.](https://freight.cargo.site/t/original/i/01b71d2eb67abee5b5cf370309c884b44c71838679b3054c63ffe614537167b5/ances1-copy-6.jpg)
Patterns
I honestly can’t remember the initial purpose of these patterns. Some of the early tests were attempts at profile picture filters and testing out more humanistic touches to the pill shapes.
![](https://freight.cargo.site/t/original/i/c30935cdd6e495797abde3d2fa7d38b66315e581483156b6e32dd5b894ec8edc/Artboard-4-copy-2-100.jpg)
![](https://freight.cargo.site/t/original/i/05125a9ed40eb6b1cef180a342f58bec05268dee00680dad7caee416e9df1dbd/Artboard-9-copy-100.jpg)
![](https://freight.cargo.site/t/original/i/b0c3867cba2ff5efb2587cc0a8b337d2659d49f9135b02aff8e63ab19e0e901c/Artboard-4-100.jpg)
![](https://freight.cargo.site/t/original/i/59196b925e6c0f8c0205ffe0b9f8588b6c75add0e9100b9d49cf40daf6398ec1/Artboard-4-copy-3-100.jpg)
![Iterations on the pill shapes to fit within a modular grid](https://freight.cargo.site/t/original/i/184b53836b237c4d878fa2766b4251a480eb3998d577a07d57624b0a43ce51fe/Artboard-1-100-copy.jpg)
![Pared down shape library](https://freight.cargo.site/t/original/i/2245c1d52ed43003f4c0b092954796463fb1e1628304685846681cd61700efd6/Artboard-1-100_color.jpg)
Pattern studies that I can’t remember the purpose of but enjoyed making
![](https://freight.cargo.site/t/original/i/31a51467d236c393ab6c427b35f8849ca5a8077278377e0f26919b5309df327f/Artboard-5-copy-3-100.jpg)
![](https://freight.cargo.site/t/original/i/afa2d54d4dd5238d2417b485e86f2ec4111693d24349f079f1d5f7bfed2027fa/Artboard-5-copy-2-100.jpg)
![](https://freight.cargo.site/t/original/i/8ec1b04dde3e3dec826ffabd6e01176534b5ca5d4ae976212f04c3ab0da352af/Artboard-5-100.jpg)
![](https://freight.cargo.site/t/original/i/26f0ea6292767b2870db6ea1bd39acfe07e0e977ebf1ff1304aed512ee04b4dd/Artboard-5-copy-4-100.jpg)
![](https://freight.cargo.site/t/original/i/e605c1532f4917a8b84a02ab363857f63c60997ad30c487b1672278dff1bfe7b/Artboard-5-copy-100.jpg)
![](https://freight.cargo.site/t/original/i/e7ea34532d6d3a1ae2b7073c3c0aa765b4e9ada6bf4d43e5ee08a4b2602e3761/Artboard-5-copy-8-100.jpg)
![](https://freight.cargo.site/t/original/i/76ec528428002708cf9305b325d764e972394c819715d412ccf383e42976bf52/Artboard-5-copy-6-100.jpg)
![](https://freight.cargo.site/t/original/i/2d773ce6cf8a47f3c9723e1b0307ae30c81a38abe7f88b48ed9d6feb0e11c71a/Artboard-5-copy-5-100.jpg)
Genetic Conditions
23andMe gives users the option to learn if they’re carriers of hereditary diseases. These were studies on abstracting these conditions into images.
![](https://freight.cargo.site/t/original/i/b8ff68b8a251019d9e55b7b563db7f249da9c0dda6c3e58b884baf65c4b1e9c8/Artboard-14-copy-10-100.jpg)
![](https://freight.cargo.site/t/original/i/22a2cb6a3dda77923130ffd8506edd84c4b2dc31af0aec9b9e6c0019e3a0db22/Artboard-14-copy-7-100.jpg)
![](https://freight.cargo.site/t/original/i/cf9fa24dac149bf610b3c597a4662bcbd787896cfa2d2024abe3f6be8aed28d9/Artboard-30-copy-100.jpg)
![](https://freight.cargo.site/t/original/i/b6b731af68d48f2972124734d329232c49771f806395e984d9741642c40618c3/Artboard-30-copy-2-100.jpg)
![](https://freight.cargo.site/t/original/i/079d50c4ffe0a4ab73e3d5c2ddbc72c33470072aba58ecd3d7127f3ed3734e6d/Artboard-30-copy-3-100.jpg)
![](https://freight.cargo.site/t/original/i/660150351dc026374c18d0f2673297f71422edf8e0299fab3ee75b7a4eb65fc0/Artboard-30-copy-4-100.jpg)