Adaptive Biotechnologies

To signal a new era in medicine ahead of their initial public offering, Adaptive Biotechnologies partnered with DXD to execute a ground-up brand redesign that matched the revolutionary nature of their science. With a mission to harness the adaptive immune system as a powerful diagnostic and therapeutic tool, the new identity required a visual language capable of translating complex biology into an accessible narrative.

  • Agency: TBWA\Chiat\Day

  • Client: Adaptive Biotechnologies

  • Role: Design Direction & Lead Designer

  • Design: Alex Lumain, Rebecca Mass

  • Creative Direction: Chris Rowson

 

The centerpiece of this transformation is the "Adaptive A," a dynamic symbol designed to reflect the fluid and responsive nature of the immune system itself. This distinct mark serves as the backbone of the new look and feel, effectively positioning Adaptive as a leader in a paradigm shift toward immune-driven medicine.

 
 

The graphic brandmarks share a consitent overall shape but are constructed using of a range of different patterns and techniques. This variation conveys the core concepts of adaptability and personalization. It also creates a series of dynamic visuals that can be used within our communications to create a unique visual identity over time.

 
 

The Result

Following the rebrand, Adaptive Biotechnologies executed a successful IPO, raising approximately $345 million and debuting on the NASDAQ as ADPT. The new visual identity was subsequently translated into the physical environment of their Seattle headquarters at 1165 Eastlake, where the "Adaptive A" and its underlying geometry influenced everything from environmental graphics to architectural features.