Picture Genetics provides parents and parents-to-be a new way to screen for common genetic variations associated with serious medical conditions. The at-home test, sold direct-to-consumer, features an easy ordering process, medical-grade results and includes ongoing support from genetic counselors. Picture partnered with Traina to launch their new product beginning with strategy, naming, a complete visual identity, an e-commerce website and packaging. The goal was to develop a brand that was approachable and accessible to consumers, but also instilled confidence that the samples, tests and results were handled with the highest scientific standards.