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FYR Diagnostics


2022 - 2023


Sequencing & Diagnostics


Brand Identity Design -- ODA Gold Professional

Brand Identity Design -- IVIA Gold, Healthcare Category

Brand Identity Design -- GD USA Health + Wellness

Brand Identity Design -- Indigo Gold, Freelancer

Brand Identity Design -- Indigo Silver, Health Category

Brand Identity Design -- Indigo Silver, Technology Category

Digital Design -- Indigo Silver, Freelancer

Logo Design -- Indigo Gold, Freelancer

Promotional Materials Design -- Indigo Bronze, Freelancer

Website Design -- ODA Silver, Professional

Website Design -- Indigo Silver, Freelancer


GD USA Health + Wellness 60th Annual Issue

World Brand Design Society


Improving Treatments & Healthcare


Branding and Identity Design

Brand Strategy & Messaging

Corporate Deck Design

Print, Digital, and Apparel Brand Collateral Design

Social Media Graphics, Content, & Copy
Web Design

Project Summary

FYR approached me with a need for a brand identity, messaging, brand collateral, and website that reflects their evolution since their inception. I worked with them to create a scintillating brand to differentiate them from their competitors, ignite enhanced interest from investors, spark engagement from customers, and enkindle buy-in.


FYR Dx is the catalyst to innovate diagnostics and transform healthcare. They transform healthcare by developing diagnostic solutions that utilize novel insights on disease to innovate the next generation of liquid biopsies. They bridge the gaps between healthcare, patients, and disease.

CLIENT RESULTS (Factored 1 year from launch)


  • Enhanced Brand Recognition

  • Enhanced Investor Interest

  • Website:

    • Page Visits: up 332.5%

    • Bounce Rate: down 43.87%

  • LinkedIn:

    • Followers increased by 57.38%



"Behind every great brand is a creative who can see beyond the horizon. Elissa's exceptional creativity and strategic eye have reshaped the face of FYR Diagnostics. Her creative perspective has propelled FYR's message to the forefront of liquid biopsy diagnostics and reimagined our potential. Rebranding isn't just about a new logo or tagline; it's about rediscovering identity, and she successfully guided FYR through that journey. Thanks, Elissa, for painting our future with such vibrant colors."


- Chris Booth, Ph.D., CEO at FYR Diagnostics


An award-winning transformation? Now that's what I'm talkin' about! Please click on the award images below to learn more, thanks! 😉

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The goal sounded simple, transform FYR's brand into a sleek, modern, and clean biotech brand. It was anything but! Why? At first, they weren't sure how to position themselves in their brand messaging as a company or articulate their offerings to their audiences. Their then-current brand lacked cohesion or consistency. Like many small businesses, they were focused on building the business not talking about it. Despite my in-depth branding and website questionnaires (each is about 20 questions a piece), I failed to ask the single most valuable question that would ultimately change the course of this rebrand for the better, "What is your why?"

Without working through how to articulate FYR's why we all faced a brief, but critical crossroads for a problem that visual identity design alone could not solve, the answer to why do we do what we do? 


The gap between FYR's brand transformation and clarity around FYR's why was too far to cross by diving into design alone. So we took a step back to take giant leaps forward. How do we cross this chasm? By leveraging Simon Sinek's Golden Circle, or rather the why, how, and what to identify and articulate their business purpose. We then dug deeper into crafting a tagline, mission, and brand archetypal mix to revolutionize their brand messaging. The desire to innovate and transform didn't stop there! Now we were back to moving into rebranding the visual design with greater clarity on who FYR is, 80% Hero and 20% Outlaw.


To maintain a constant state of alignment throughout the rebranding process I leveraged style scapes. My goal at this point was to prevent the Leadership team from receiving any unwanted surprises. After all when it comes to your brand, what good is a big reveal if it's not what you need to help your business succeed? After reviewing industry competitors and discussing what was or was not working for them, it was time for me to sit down and draft 3 style scapes with the desired design considerations in mind. The three style scapes featured an approach ranging from mild (most conservative), to spicey (most disruptive). Not unlike picking your favorite ingredients for your favorite chili, this allowed us to work together and share a simple common language on what was working, what was needed, and what came next.

The Approved Style Scape

FYR Dx Brand Stylescape.webp


Did someone say spicey? After 3 rounds of revisions, FYR's Leadership team was ready to turn up the heat and move forward with the most transformative, bold, and defiant of the three proposed options. A fitting choice for a heroic company with an outlaw edge founded on insuppressible grit, out-of-the-box thinking, and an unstoppable determination to do good. The ultimate deciding factor? The hot and cold color palette. As an element, we typically think of fire in the usual colors of red, orange, and yellow. However,  when you turn up the heat it's white-hot. When you add certain additives it can change color to green, blue, or even purple. In every sense of the word, the color palette represents fire transformed. 

For the logo icon, I was inspired by the cross-section of an exosome with all the lumps and bumps of the lipid bilayer and the nebulous ribbons of RNA and mRNA. All of that is just a fancy, sort of sciencey way of saying I was inspired by the core of what they do, thinking inside the cell to transform the next generation of liquid biopsies. The tri-color approach to the icon disrupts the status quo of FYR's industry and allows them to further stand out from their competitors. For the wordmark, started with Stange, a geometric sans-serif font with an abundance of potential, that I then transformed to further encapsulate the logo’s future tech feel. The customized word mark features both round and sharp corners to symbolize the fluidity of fire and liquid as well as the rigidity of FYR's resolve to innovate diagnostics and transform healthcare for patients.

The Approved Logo

FYR Dx Main Logo Mark


Ahead of their Series A raise, FYR's seed-stage investor, Two Bear Capital was blown away by the first run of FYR's new pitch deck designed by moi. They have since asked for permission from FYR to use FYR's new non-con deck as, "A shining example to our other portfolio companies of what good deck looks like." FYR's collaborator, Element Biosciences is also excited by the new brand, website, and more to come. Element's own, Senior Director, Strategic Marketing referred to the new website by simply saying, "It all looks beautiful!" 

In short? Before FYR even began pitching for their raise they began garnering the right reactions from the right audiences. Stay tuned for more on FYR's gain when they announce the close their Series A! 😉


Check out some pages of the before and after of their website.