Celera Genomics is the world leader in the evolving science of genomics. We carried out a comprehensive brand audit that led to the development of a differentiation strategy, a set of key messages and the tagline, "Accelerate Discovery." The messages became the foundation for all Celera's marketing communications.

To ensure consistency of image, we developed a style guide, with graphic standards for logo and tagline usage, stationery, typography, corporate colors and other graphic systems. The communications plan included a national print and online advertising campaign, a direct marketing program, sales support kits, a web site with interactive demos, an educational CD-ROM and trade show booths.