Background:
The Greenwood Genetic Center (GGC) is a nonprofit organization advancing the field of medical genetics and caring for families impacted by genetic disease and birth defects. Founded in 1974, GGC operates under four divisions including clinical services and counseling, diagnostic laboratory testing, educational programs and resources, and research in the field of medical genetics. DNA began working with GGC in 2010 to rebrand the organization and implement a strategic public relations campaign.

Goals:
DNA led GGC through a series of workshops to gain a deeper understanding of the organization and its mission. From these workshops, DNA developed a strong, visual identity to convey the overall messaging appealing to the organization’s defined target audiences. This branding phase included creating a new logo, tagline and boilerplate. This brand was placed on the organization’s letterhead package and collateral materials such as brochures, elements and graphic standards created by DNA, GGC also launched a new website.

DNA Result:
The innovative logo design represents a double helix with the four bars on the interior symbolizing the organization’s focus areas of clinical services and counseling, diagnostic laboratory testing, educational programs and resources, and research in the field of medical genetics. The tagline, Where Compassion Inspires Progress, signifies the organization’s passion for genetic research and the dedication to eliminating birth defects. Through the public relations campaign, GGC has experienced an increase in recognition throughout South Carolina, with media coverage ranging from business briefs and press releases to opinion editorials and feature articles in newspapers throughout the state. DNA continues to work with GGC to incorporate new messaging and identify strategies that support GGC’s brand through collateral materials, displays and public relations efforts.