Cepheid provides fully integrated systems that perform a broad range of molecular tests for clinical applications. When we began working with Cepheid, it was to reposition the company from an instrument-based manufacturer to a leading provider of molecular diagnostic assays running on a next-generation, real-time PCR platform. In order to accomplish this transformation, we leveraged the equity and successes built on the GeneXpert System, which today has a full family platform line, to create a story around a game-changing evolution in point-of-care molecular diagnostic testing. A new identity was developed, propelling branding efforts forward and extending into all facets of marketing communications, print, digital, advertising and environmental.
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