23andMe Total Health

GROUP LEAD - DESIGN @ 23ANDME

23andMe Total Health is a new service offering from 23andMe featuring exome sequencing and lab testing to give customers a full look at their genetic makeup and empowers people to make more proactive decisions on their health care. As the most expensive product in the company’s lineup, Total Health needed a slightly different identity to elevate it and align with the premium health services on the market today.

We took a new approach to how this product came to life in the world, swapping splashy pricing and punchy headlines for a more minimal approach, highlighting product benefits and speaking to a more informed customer about the bigger picture of their health span. Learning about potential future diseases can be intimidating (and scary), so we wanted to feel warm and human, not cold or clinical.