Dnation

Design Your Life

The effort you put into life is reliant on how you perceive your ability to live. Dnation is a multi-level marketing (MLM) company that promotes dynamic lifestyles for millennials shaped by their own will. Full of passion, commitment and innovativeness, the brand is ready to move into a new phase of the existing MLM market. With the pillars of purposeful life, exploring endless possibilities and predictive genome testing as motivation, Dnation uses preemptive testing to identify an individual’s current medical condition to optimize their life through innovative channels and feedback systems. Contacted for this branding strategy project, Base Creative used rapid prototyping to exhibit multiple aspects of the business while keeping in line with its essence to help youth be take control of their own lives – informed by their own molecules.

8

brand activation across 8 channels

20

countries launched

50K+

member increase

What we did

Through effective planning techniques, dynamic visual aids and coherent writing, we coherently transitioned from brand strategy to brand activation – carefully managing each touch point to produce an engaging branding scheme.

Research

Brand Strategy

Brand Identity

Marketing Communications

Brand Activation

Research

Using qualitative researching methods, we found that the technological advancements and evolving socio-political events have differentiated millennials from previous generations. Most distinctively, they each want to steer their own ships. Influenced by this mindset, predictive genome testing is accelerating and is expected to be worth 7.7bn pounds in the year 2022. Additionally, millennials have become accustomed to environmentally aware efforts in every aspect of life. Looking to distinguish themselves Dnation has chosen to focus on millennials while many MLM brands looked to engage the customer demographic above millennial.

Brand Strategy

Fixating on curiosity, ambition and entitlement, our team embraced the values of the target audience to shape Dnation’s interactive brand experience around the idea of “Design Your Life.” Experiencing financial recession, social change and environmental reform, but still expecting the best, millenials consider all-dimensions when making financial decisions. Equally important is the fact that millenials are well informed by easily accessible technology. Leading millenials to make informed, personal and financial decisions, these factors directed us to positioning Dnation as a less expensive medical alternative that connects the user to the lifestyle of their dreams without being limited by potentially restricting biological characteristics.

Brand Identity

Combining an active lifestyle and scientific background, we created a brand identity that would represent the essence of Dnation. At first glance a vibrant color scheme catches the eye, designed to reflect the dynamic lifestyle available to Dnation customers. The three shapes depicted in the logo are DNA nucleus, configured into a sprouting pattern to represent the potential of millenials embarking on a life of freedom afforded to them by Dnation. Building upon this unique visual foundation, the design was expanded into multiple touch points.

Marketing Communications

Dnation’s new visual identity was applied to booklets, bags and their delivery boxes, creating a strong presence for new members. In the same way, new users were connected to over 3,000 vendors whose products can be purchased through earned points with a Dnation membership card.

Brand Activation

Across online and offline platforms, the essence of Dnation was preserved in every visual graphic and piece of writing. Through marketing, social media and vendors around the globe, the number of Dnation members has increased to 50,000 people in over 20 countries.