Natera Corporate Brand Identity

Situation:

Natera was well-entrenched as a molecular diagnostic company focused on all aspects of prenatal health.

Natera was evolving from its focus solely on prenatal health to oncology and organ transplantation. There was a need to align on the brand identity and architecture of the company while considering Natera's longstanding brand equity in molecular diagnostics and prenatal health.

Action:

Brand Architecture: First the leadership agreed on a master brand strategy, where Natera remained the dominant brand with strong connection to its sub-brands.

Naming Strategy: We agreed on a naming strategy for all product brands that tied back to the master brand. The new product names all ended with "era", the last 3 digits of the Natera brand name. We aligned on Signatera for its oncology portfolio and Prospera for its organ transplant portfolio.

Natera Logo Evolution: In order for Natera to be positioned as a brand that encompassed more than reproductive health, a concerted review of its logo was undertaken. The decision was made to evolve the company logo vs. undertaking a major overhaul to leverage the existing brand equity.

The dominant green color and cellular image icon, both integral design elements of the logo were kept. However, the logo font evolved to be more contemporary and now incorporated blue to signify its entry into new medical markets. Blue is a color that is often used in medical brands and was complementary with the company's green brand color.

Result:
Therapeutic area marketing teams had clear direction on how to market their product brands vis-a-vis the parent brand.

We did not measure the impact of the brand change on equity or brand associations.