A business card on a wooden surface shows the AGCF logo. The logo features stylized figures in the shape of chromosomes, in a circle. To the right text reads "AGCF" in bold blue letters with "Alliance for Genetic Counseling Fellowship" underneath.
Background

AGCF is a grant-funded fellowship program at the University of Pennsylvania focused on advancing education and diversity within the field of genetic counseling. As the program expanded, it needed a stronger presence across both brand and digital touchpoints to better communicate its purpose, highlight participants, and support applications. The existing experience did not fully reflect the energy or scope of the initiative.

Challenge

Update the brand and website to better communicate the program’s value and reach.

Solution

A modernized identity and a structured, flexible website experience.

Results

A clearer, more engaging experience across brand and digital platforms.

Challenge

Update the brand and website to better communicate the program’s value and reach.

Solution

A modernized identity and a structured, flexible website experience.

Results

A clearer, more engaging experience across brand and digital platforms.

A laptop on a brown leather chair displays the AGCF website with a navy and white theme. The screen shows text about the organization and a photo of a smiling man and woman.
The Objective
Clarify the program while creating room to grow

The goal was to strengthen how AGCF presents itself, both visually and structurally. The brand needed to feel credible and connected to Penn, while the website needed to clearly guide users through learning about the program, exploring participants, and applying.

Stack of square cards on a wooden table with sunlight. Logo shows colorful abstract figures, depicting chromosomes, in a circle above "AGCF" in bold blue letters. "Alliance for Genetic Counseling Fellowship" is underneath.
Design Solution
A modernized identity and simplified web experience

The logo retained its chromosome-based icon while updating the color palette and typography to feel cleaner and more current, introducing brighter tones to move away from a muted, dated look. The website focused on clarity and flexibility, with a strong hero section, simplified navigation, and modular content blocks that make it easier to highlight key information, participant stories, and program details.

Tablet and smartphone sit on a brown leather chair displaying sections from the AGCF website. The tablet shows various images and text related to educational content and community activities, while the phone shows an updates section.
Color palette & Typography
Navy
Dark Blue
Light Blue
Red
Cream
Fraunces Regular
Epilogue Medium
Epilogue Regular
White text on a blue background reads "A program experience designed to inform, reflect, and grow."
Challenges & Accommodations
Balancing institutional alignment with independence

The identity and website needed to feel connected to the University of Pennsylvania while allowing AGCF to establish its own voice. At the same time, the experience needed to highlight diversity and innovation without overwhelming users with information.

Laptop on a wooden table displaying the AGCF website, showcasing portraits of four women within red boxes in a "Personnel" section.
Outcomes
A more accessible and scalable program presence

The updated identity and website give AGCF a clearer way to communicate its mission, showcase its participants, and guide prospective applicants. The system supports ongoing updates and growth, making it easier for the program to evolve without losing clarity.