Website Rebrand

AUGenomics’ rebrand started with a simple goal: make a highly technical sequencing company feel instantly clear, credible, and human to scientists who are busy and skeptical. I began by gathering customer and market insights, reviewing competitor sites, and mapping what users actually needed to find quickly (services, workflows, pricing signals, credibility, and how to start). From there, I rebuilt the information architecture and sitemap to reduce friction, then designed a new UI/UX direction in Figma that balanced “scientific trust” with a more modern, creator-forward brand feel. I developed and edited the site content so it translated complex sequencing services into plain-language value, with tighter page structure, stronger CTAs, and clearer differentiation. On the build side, I implemented the redesign, refreshed visual assets, QA tested core flows, and launched in iterations. After launch, I set up feedback collection and used early signals and performance data to refine copy, navigation, and key pages. I also strengthened on-page SEO through improved headings, metadata, internal linking, and content structure so the site could function as both a brand platform and a long-term acquisition channel.