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Two days after the WHO declared the global COVID-19 pandemic, we had a faster and more accurate diagnostic test solution than the CDC's ready to deploy for UN diplomats and other leaders. As quarantine restrictions lifted, engage public testing demands to help people know they're safe to visit loved ones, begin traveling, and return to a sense of normalcy. As the crisis waned, pivot the brand to address an ongoing crisis with rising national STI rates.

To start, address the crisis at hand for mission critical government personnel and businesses. Then, support underserved communities, often providing critical services but unable to access reliable testing, and engage the public at large—including schools, businesses, neighbors, and travelers—as public life returned. Finally, as COVID-19 began to wane address rising STI rates with a company reorg and refreshed brand.

To get things up and running as quickly as possible, we created a lightweight, easily scalable pair of brands. One focused on businesses and government B2B clients, the other on consumers in the DTC market. Then use the revenue and attention gained from these mission critical endeavors to launch into start addressing the long-term needs of other communities struggling to access diagnostic testing with a bold new brand as colorful and diverse as the communities we serve to end HIV transmission.