Incite Health
Incite Health is a multi-disciplined, high complexity, clinical laboratory helping revolutionize clinical decision making by providing insightful and actionable solutions. Their expansion services featured the launch of their pharmacogenomics platform to support the drug development initiatives of its pharmaceutical and biotech partners. Their innovative test allowed pharmaceutical and biotech companies to improve patient recruitment efficiency, optimize the drug development process, accelerate clinical trial timelines, and reduce drug development costs.
When KAL began working with Incite Health, our objective was to take Incite Health’s scientifically advanced pharmacogenomics at-home test, a product that can transform how people interact with their medicines, and turn it into something people want to use, understand, and trust for themselves and their families.
For Incite Health, the promise was simple, use genetics to help people and providers minimize trial-and-error medicine, avoid adverse effects, and arrive at more effective treatment faster. What was needed, however, was not a clinical poster or an abstract science narrative, but a brand and platform that was transparent and authentically human at every touchpoint.
Our work began by grounding the brand identity in that value proposition. At the heart of the identity system is a visual language that feels precise but approachable, rooted in a clean, open structure with accents of color that signal scientific nuance and clinical insight. The Incite Health wordmark and graphic treatment reflect DNA as a storytelling element. Rounded, layered color bars give voice to complexity without clutter, turning data into a feeling of optimistic.
The packaging and the kit itself was the first big, tangible chapter in the story. We wanted to make the kit feel sleek, consumer centric and considered. We knew the PGx kit needed to feel simple and easy. What could have been clinical or cold was instead approached with intentional warmth and clarity: matte white surfaces that feel modern and reassuring, the Incite graphic system as a border of color that signals order and meaning, and typography that speaks directly without sounding technical. Inside the box, the layout is intuitive, a guided journey that gently directs you from unboxing to collection, with every element placed so the experience feels intentional.
When we turned to the website, that same strategic clarity became the foundation for the e-commernce experience. The site was designed not as a brochure, but as a guided narrative, serving dual audiences, individuals curious about what pharmacogenomics is, and people ready to take the test and bring those insights to their healthcare providers. Across desktop and mobile, we structured content around real outcomes, “Smarter prescriptions”, “Better outcomes”, grounding every claim with visual cues that support comprehension. Step-by-step illustrations show how the at-home test works, what you can expect in return, and how that data becomes an actionable conversation between you and your clinician.
The design system also supports scientific clarity. Soft gradients, modular graphic elements, and real world imagery blend to create environments that feels warm, intelligent, and contemporary. The homepage invites exploration, the “how it works” section breaks down a complex bioinformatics process into simple steps; the benefits section shifts attention to real human outcomes. Everything is calibrated so that the science feels empowering, not daunting.
To help Incite Health connect with audiences where they live and scroll, we also designed a social campaign that speaks to the DTC and B2B audiences. Direct and concise messaging gave each post presence without sacrificing sincerity. Instead of noise or hype, these posts deliver bite-sized value, such as, what pharmacogenomics means for your health spend, why employees need personalized medicine benefits and how genetic insights improve outcomes. Across formats, the content behaves like signals in a network, consistent, informative, and instantly recognizable as Incite Health.
Perhaps most critically, we supported Incite with the design of the test results SaaS application. This is the moment where the product’s promise becomes real to the end user. Here the system architecture, user experience and interface became practical and intuitive. The results are framed with clarity, key insights are surfaced early, and guidance on how to discuss findings with a healthcare provider are woven a user friendly interface.
The entire system works as a single conversation that says, your body’s biology is specific. Your care should be too. In a world where prescriptions are often written without knowing how your body will respond, Incite Health’s platform changes that assumption. Our collaboration became a bridge between advanced science and everyday life, where biology becomes insight, and insight becomes better care.
