Overview
01 — Overview
A brand built for a specific first audience
First Genomic Insights is redefining prenatal care with scalable, non-invasive genomic technology. Founded by physician-scientists, FGI builds infrastructure for genome-scale fetal sequencing, delivering key genetic information to patients and providers.
FGI needed a visual identity and website built for a specific first audience: investors and laboratory partners evaluating whether this was a serious, fundable company with a credible scientific foundation.
02 - Challenge
A position no competitor owned
FGI needed to appeal to investors and lab partners who want to see both the future-ready and human position at the same time. Competitive research confirmed that no genomics brand held that position. That meant finding a space no competitor currently owned, rather than competing on familiar terms.
See Market Research
→
03 — Brand Strategy
Establish, ship, and build room to grow
Establish the brand, ship a minimal site, and build something with room to grow. Identity and website ran as parallel tracks from January through launch in May 2026, designed together so the visual system translated directly into the product.
04 — Visual Identity
Genomics is shared and human
Color, type, and imagery all follow from the same starting point.
Logo Mark
Brand Mark
Brand Color System
Typography Scale
05 — Design System
A full variable-based system covering color tokens,
typography, sizing, spacing, effects, and a complete component library organized across dedicated pages. Every decision on the site traces back to it. Future surfaces and additional product pages inherit from the same system without requiring a redesign.
Color Variables
Sizing and Spacing Rules
Button Componet
Component Governance
06 — Website Experience
Fully responsive, scoped for the initial audience.
Each one does a specific job for investors and lab partners: the homepage establishes credibility in a single scroll, the Technology page surfaces the science, and the Company page puts the people behind it front and center.
Landing Page
Technology Page
Company Page
Careers Page
07 — Reflection
Research first
Research defined the opportunity before design began. That sequencing mattered. Every decision, from the mark to the system to the site, traced back to a specific gap in the market, not a stylistic preference.
Project
Mercer Beacon Networks
Case Study
Mercer's health consultants used three tools, causing slow, disruptive switching in client meetings. This project combined them into one map-focused platform for real-time client conversations.
See Project
→
© Simorka Designs
All Rights Reserved
Overview
01 — Overview
A brand built for a specific first audience
First Genomic Insights is redefining prenatal care with scalable, non-invasive genomic technology. Founded by physician-scientists, FGI builds infrastructure for genome-scale fetal sequencing, delivering key genetic information to patients and providers.
FGI needed a visual identity and website built for a specific first audience: investors and laboratory partners evaluating whether this was a serious, fundable company with a credible scientific foundation.
02 - Challenge
A position no competitor owned
FGI needed to appeal to investors and lab partners who want to see both the future-ready and human position at the same time. Competitive research confirmed that no genomics brand held that position. That meant finding a space no competitor currently owned, rather than competing on familiar terms.
See Market Research
→
03 — Brand Strategy
Establish, ship, and build room to grow
Establish the brand, ship a minimal site, and build something with room to grow. Identity and website ran as parallel tracks from January through launch in May 2026, designed together so the visual system translated directly into the product.
04 — Visual Identity
Genomics is shared and human
Color, type, and imagery all follow from the same starting point.
Logo Mark
Brand Mark
Brand Color System
Typography Scale
05 — Design System
A full variable-based system covering color tokens,
typography, sizing, spacing, effects, and a complete component library organized across dedicated pages. Every decision on the site traces back to it. Future surfaces and additional product pages inherit from the same system without requiring a redesign.
Color Variables
Sizing and Spacing Rules
Button Componet
Component Governance
06 — Website Experience
Fully responsive, scoped for the initial audience.
Each one does a specific job for investors and lab partners: the homepage establishes credibility in a single scroll, the Technology page surfaces the science, and the Company page puts the people behind it front and center.
Landing Page
Technology Page
Company Page
Careers Page
07 — Reflection
Research first
Research defined the opportunity before design began. That sequencing mattered. Every decision, from the mark to the system to the site, traced back to a specific gap in the market, not a stylistic preference.
Project
Mercer Beacon Networks
Case Study
Mercer's health consultants used three tools, causing slow, disruptive switching in client meetings. This project combined them into one map-focused platform for real-time client conversations.
See Project
→
© Simorka Designs
All Rights Reserved
First Genomic Insights
Visual & Brand Design. Identity system and website design system, including translation into a shipped, responsive product
Role
Design Director / Visual & Brand Designer
Duration
5 months
Tools
Figma
Deliverables
Brand Identity, Design System, Website
01 — Overview
A brand built for a specific first audience
First Genomic Insights is redefining prenatal care with scalable, non-invasive genomic technology. Founded by physician-scientists, FGI builds infrastructure for genome-scale fetal sequencing, delivering key genetic information to patients and providers.
FGI needed a visual identity and website built for a specific first audience: investors and laboratory partners evaluating whether this was a serious, fundable company with a credible scientific foundation.
02 - Challenge
A position no competitor owned
FGI needed to appeal to investors and lab partners who want to see both the future-ready and human position at the same time. Competitive research confirmed that no genomics brand held that position. That meant finding a space no competitor currently owned, rather than competing on familiar terms.
See Market Research
→
03 — Brand Strategy
Establish, ship, and build room to grow
Establish the brand, ship a minimal site, and build something with room to grow. Identity and website ran as parallel tracks from January through launch in May 2026, designed together so the visual system translated directly into the product.
04 — Visual Identity
Genomics is shared and human
Color, type, and imagery all follow from the same starting point.
Logo Mark
Brand Mark
Brand Color System
Typography Scale
05 — Design System
A full variable-based system covering color tokens,
typography, sizing, spacing, effects, and a complete component library organized across dedicated pages. Every decision on the site traces back to it. Future surfaces and additional product pages inherit from the same system without requiring a redesign.
Color Variables
Sizing and Spacing Rules
Button Component
Component Governance
06 — Website Experience
Fully responsive, scoped for the initial audience.
Each one does a specific job for investors and lab partners: the homepage establishes credibility in a single scroll, the Technology page surfaces the science, and the Company page puts the people behind it front and center.
Landing Page
Technology Page
Company Page
Careers Page
07 — Reflection
Research first
Research defined the opportunity before design began. That sequencing mattered. Every decision, from the mark to the system to the site, traced back to a specific gap in the market, not a stylistic preference.
© Simorka Designs
All Rights Reserved