Client Overview

Genea Lab is a modern medical laboratory in North Macedonia focused on advancing patient care through the integration of globally recognized diagnostic methodologies. Originally launched in 2015 as part of a larger polyclinic, Genea Lab has since evolved into a stand-alone institution that bridges laboratory results with meaningful medical insights—serving both patients and healthcare professionals in a fast-changing medical environment.

The Challenge

Genea Lab was transitioning from a clinic-affiliated service to a fully independent brand. The team needed to define a new brand identity, establish a professional and trustworthy presence, and build a web platform that reflects the lab’s growing expertise and evolving role in the healthcare ecosystem.

The challenge was to combine the technical nature of lab diagnostics with a warm, clear, and patient-centric brand—while also ensuring that doctors, partners, and patients could seamlessly access the information and services they needed online.

Our Approach

We supported Genea Lab across two key areas: branding and identity development, and website design and custom software integration.

Branding & Visual Identity
From the very beginning, we worked closely with the Genea Lab team to define how the brand should look, feel, and communicate. Through structured brainstorming sessions and industry research, we explored the lab's positioning in the medical sector and developed a full identity system that feels both clinical and human.

The branding process included:

• Industry and competitor analysis
  
  
• Definition of key brand attributes and visual direction
  
  
• Creation of multiple logo concepts and corresponding color palettes
  
  
• Typography and slogan development
  
  
• Design of branded office materials and digital assets
  
  
• Delivery of a full brand book to ensure long-term consistency
  
  

Website & Digital Solution
Our goal was to build a website that was clear, functional, and deeply aligned with the patient experience. Through interviews and analysis, we mapped out typical user journeys for both patients and medical professionals. From there, we designed a responsive site structure that prioritized ease of navigation, search, and contact.

Key activities included:

• Planning a site map and key user flows
  
  
• Designing with an emphasis on UX best practices
  
  
• Customizing a theme to align with the new brand identity
  
  
• Integrating a custom software module to link various internal and external stakeholders (doctors, patients, lab staff)
  
  
• Optimizing all web content for clarity and accessibility
  
  

The result was a clean, reliable platform that supports both brand credibility and day-to-day utility—helping Genea Lab communicate more effectively while serving its growing user base.

Outcomes

• A modern, trustworthy brand identity that reflects Genea Lab’s mission and values
  
  
• A full suite of branded materials and a complete brand system for future growth
  
  
• A fully responsive, user-friendly website tailored to healthcare-specific needs
  
  
• Integrated functionality for key stakeholders, improving communication and service delivery
  
  

Strengthened Genea Lab’s position as a patient-first, diagnostics-driven leader in North Macedonia’s healthcare space