Labs, Inc.

Laboratory Services Brand Design and Responsive Website


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Project Overview

LABS, located in Centennial, Colorado, provides laboratory services of the highest quality and accuracy. Their vision – to be the global leader in boutique laboratory services, delighting customers and stakeholders.

LABS approached our team following the completion of a refreshed brand platform and new identity design. The company needed a new brand expression and website which evolved the existing, sterile and product-focused design to leverage the new brand promise – The Power of Possibility.


With the redesigned identity and brand promise, our team began with developing concepts for the brand expression. We explored the use of bold color, dynamic patterns and unique imagery which combines organic patterns, lab equipment and lab professionals. These visual queues support the messaging which focuses on looking beyond the services themselves and forward to their ultimate application and the lives of those impacted by the results. This connection between the customer, LABS and end-recipients of the product serves as the foundation for the creative execution.

The website redesign began with an in-depth discovery with all client stakeholders, including the executive team, marketing team and internal IT. Together, we created a new site architecture which put the customer first and provided a clear and intuitive product search based on client type and industry.

Site designs emphasized a mobile-first approach as we utilized best-practice responsive design. For the directory of services, our team created a new search and filter user experience to improve customers’ ability to find specific lab services while exploring other possible solutions and products. With our partners, 303 Software, the site was developed on a robust content management system giving the marketing team ultimate content control while integrating with the internal IT supported services directory.


LABS, Inc.


Brand Expression
User Experience Planning
User Interface Design
Responsive Design