Our strapline  'humanity tested,' distilled a complex story to just two words and the design strategy emphasised functionality over aesthetics, reflecting a commitment to maximising resources for testing rather than extravagant branding.

The identity itself plays on both the ‘two pink lines’ result indicator of the lateral flow tests which also doubles up as a symbol of equality.

The identity and mission statement - co-created with Brilliant Misfits - were presented to Bill Gates, who apparently said it 'looked neat' and signed on as an investor.