Go Exponential — High-Growth Brand & Campaign System
10x Genomics empowers researchers to decode complex biology with precision and speed. Their innovative technologies turn data into actionable insights, driving breakthroughs in human health and disease.
CHALLENGE
10x Genomics needed to evolve public perception from a highly technical genomics platform into a bold catalyst for scientific breakthroughs. While the technology drove exponential discovery, its impact lived in invisible data, chemistry, and complex workflows, making it difficult to communicate emotionally. The challenge was to humanize exponential science, elevate the brand beyond product features, and create a campaign that could inspire both researchers and investors while standing apart from the visual conventions of biotech advertising.
ROLE
As Senior Designer, I partnered closely with the Senior Copywriter to shape the creative strategy and bring the campaign to life visually. I defined the campaign’s core insight, visual language, and human-centered concept, translating exponential science into a relatable, aspirational story. I led the concept development of the athlete-driven imagery, art-directed the visual style, and established how human performance would symbolically represent 10x Genomics’ mission. I also designed and produced the full suite of marketing collateral, ensuring a consistent, scalable system across digital, print, experiential, and brand touchpoints. Together with copy, I helped shape the campaign’s unifying message and identity under the directive “Go Exponential.”
APPROACH
The creative strategy centered on a single visual metaphor: the Exponential Power Curve. We selected three elite athletic disciplines—sprinting, football, and ballet—to represent speed of discovery, precision, and mastery of complexity. Each subject was captured at the peak moment of exertion, visually symbolizing the breakthrough moment in scientific research. A bold, lime-green exponential curve was digitally integrated into each composition, acting as both a visual signature and a symbolic representation of 10x Genomics’ technology accelerating human capability beyond linear limits. This system created immediate recognition while breaking away from traditional, clinical biotech imagery.
RESULT
The “Go Exponential” campaign established a high-impact visual identity that repositioned 10x Genomics as an accelerator of human potential, not just a technology provider. By replacing technical jargon with the universal language of peak performance, the campaign achieved strong brand recall, elevated emotional connection, and increased engagement across researchers, partners, and investors. It unified storytelling across channels and reinforced 10x Genomics as the unseen force behind the next generation of scientific breakthroughs and transformative health solutions.