Personalis

One system for a growing brand.

A stronger visual system for a growing precision oncology brand, connecting product identities, clinical communications, and everyday materials.

Role: Lead brand designer, consultant
Focus: Brand evolution & design systems
Period: 2025-2026

Personalis patient and clinical brochures in the refined green and violet visual system

The thinking behind the work.

The starting point

Personalis had a recognizable identity, but its growing range of clinical, marketing, and executive materials did not always feel like one family. The opportunity was to strengthen what was already there and give teams and vendors clearer rules to work from.

The design decision

Keep the recognition; bring more discipline to its use. I refined the green and violet palette with lighter tints for backgrounds and stronger contrast for copy, then worked with 300 Feet Out to bring the NeXT product logos closer to the master brand.

What it made possible

The guidelines carry those decisions into the materials people actually use: patient communications, clinical forms, presentations, and brochures. Brand color is kept separate from clinical meaning, so visual consistency never comes at the expense of clarity.

Open Personalis guidelines showing the NeXT family and restrained green and violet color use — The NeXT family sits closer to the master brand. Saturated color supplies emphasis; lighter tints make space for information.

Personalis color rules with full-strength green and violet and lighter supporting tints — A practical hierarchy: saturated accents, pale backgrounds, and darker shades for legible copy.

NeXT product logos aligned to a shared typographic standard — One product family, with consistent weight and spacing. Developed in collaboration with 300 Feet Out.

Personalis patient case presentation shown on a tablet — Patient communications carry the identity through a quieter palette and clearer hierarchy.

Refined Personalis test requisition form shown as a two-page layout — The same discipline reaches the operational details: forms organized for reading, completion, and reuse.

Credits

Brand design & system development: Anastacia Barleva
NeXT product logo collaboration: 300 Feet Out

Next projectUNFCU / Photography