Visual Identity & Expression
The Jackson
Laboratory
Proposed
Rebrand
The Jackson Laboratory (JAX) is a non-profit biomedical research facility at the forefront of medical breakthroughs. Founded in 1929 in Bar Harbor Maine, JAX is the pioneering laboratory that connected mouse and human genomics in the search to cure disease. Through the use of their Mouse Genome Informatics Database, the world's largest, they focus on cancer, immunology, and autoimmune diseases (including diabetes), neuroscience and neurodegenerative diseases (including Alzheimer’s disease), life-cycle biology (including stem cells, aging and regenerative medicine), the microbiome and computational biology.
As time has progressed JAX is perceived as a dated "mouse house." Known more for its huge database and mouse samples and less for its breakthrough biomedical research, JAX has started to fall behind the competition. Our challenge was to change that perception.
JAX is a place where amazing things happen. We decided to lean into their perceived weakness and use it as a strength, as JAX could offer things that no other lab could. Our Single-Minded Idea " From Possible to Pivotal" represents those important moments in the research process that bring ideas from the lab to human impact. Our visual expression represents the crucial pivot points that open up possibilities for a healthier human existence.
Role - Creative Director
Senior Designer - Roman Vlasov
