Illumina, Repositioned
Illumina Consulting Group, 2020–2021. Acquired by Scale AI in 2026, after my time there.
The homepage is just the tip of the iceberg.
In a small company without a dedicated marketing division, our public face was never top of mind. We felt that needed to change – it was time to re-imagine Illumina’s website and online presence. Outsourcing this work would have been pricey. By doing it in-house, I saved the company an estimated $35k in fees they would have paid to an outside firm.
I set out to see what our target clients needed and how we could reel them in. I pored over our competitors’ websites and social media to better understand the landscape. I realized our online materials placed us first rather than the customer; that had to change.
I talked with our engineers to get a firm grasp on LUX, the company’s proprietary technology. I sat down with our CEO and COO to hash out our value propositions. Then came several rounds of drafting website copy. Finally, I worked with a web designer to bring it all to life. The result was a new website that dynamically illustrates how Illumina is uniquely positioned to serve our clients’ needs.
Before & After
I’ll let my work speak for itself. Compare the old website (top) with the new one (bottom).
Before: the old site led with Illumina.
After: every page starts with the client’s problem.
