Gene

Gene keeps you clean. Created in the middle of the pandemic, when people were still trying to figure out if you were supposed to sanitize their kale, Gene is a suite of cleaning tools and solutions.

Remember when everyone was trying to figure out if they were supposed to wipe down their melons and wrapping rags around their faces? That’s when Gene was born. The founder came to us (us being a small team of freelance creatives) with a bunch of ideas for products and a hunch that people would cling to a digitally-native, modern cleaning brand. A Mr. Clean for the next generation, if you will.

We decided to create a brand and a name around a personality — this mythical Gene figure — that would serve a product-agnostic role but always focus on the many ways we discovered we needed to clean things up. From there, we created the complete visual suite. I contribute the sentence-style brand tagline, “Gene keeps you clean,” as well as a product naming architecture, descriptions, voice and tone guidance, and a series of sample advertising executions.

Gene hasn’t launched yet, but keep an eye out for the handsome bottles and UV phone santizing devices at big box stores and Instagram grids near you sometime soon.

Credits

Creative Direction & Design: Travis Weihermuller

Design: Lindsey Chizever

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