Evolving Diagnostics
Darwin Biosciences was born from a bold challenge posed by the Department of Defense: To develop an easy-to-use device capable of detecting all known and unknown pathogens, to limit disease outbreaks. Darwin’s founders envisioned a pathogen-agnostic solution, one that could read immune system signals in saliva triggered by the body’s earliest response to infection.
Over the next four years, Darwin cleared milestone after milestone, ultimately delivering both breakthrough science and a fully functional handheld nucleic acid amplification device. From the outset, it was clear their innovation had potential beyond military use.
We’ve explored multiple markets and use cases for this powerful platform. Evolving Diagnostics became the foundational brand position — one that not only captured Darwin’s early vision but also reflected the brand’s ability to adapt alongside a rapidly changing world. As the global health landscape shifted dramatically over the past five years, so too did our brand story.
What follows is a chronological series of brand passages that illustrate how the story evolved while remaining anchored in a consistent vision. We have been involved from the very beginning, applying our full ethos-to-activation model and building the brand from the ground up.
Jeff’s roles: Strategic leadership, creative direction, brand design, copywriting, UI/UX design for digital products and V3 device.
