Quest Diagnostics, the largest clinical testing company in the United States with 2,200 labs servicing hospitals, doctors’ offices, and health clinics, sought to launch their first consumer brand. The brand, Blueprint for Athletes, provides recreational and professional athletes with diagnostic testing to improve their performance.
Fuse blended elements of sports performance with scientific insight to design brand identity and a website. Brand guidelines included logo development as well as color, typography, and photography direction. Brand guidelines were distributed to influencers and partners of the brand, ensuring accurate and consistent representation across markets.
Fuse designed the brand’s website to communicate this complex healthcare product via a simplified user experience. The site content featured athletes and performance experts explaining the product functions and benefits in clear and powerful terms. Consumers learned how to customize training blueprints for endurance, recovery, performance, and more. The intuitive and easily-navigated site design simplified the consumer’s journey from discovery to purchase.
While Quest does not make consumer sales data available, the successful launch of Blueprint for Athletes has enabled the brand to expand its relationships to include the following pro sports teams: the New York Giants, the Pittsburgh Steelers, the Kansas City Chiefs, the Houston Texans, the Washington Wizards, the Houston Rockets, the Seattle Sounders, the New England Revolution, FC Dallas, DC United, and the Washington Capitals.