Case Study: National Human Genome Research Institute achieves a bold genomics repositioning with Grafik

NHGRI streamlines a 4,000-page website to 2,000+ pages with Grafik

The National Human Genome Research Institute (NHGRI) faced the challenge of being overlooked among many government agencies, despite its role as a catalyst for genomic innovation. To address this, NHGRI partnered with Grafik for a comprehensive repositioning and digital strategy initiative to establish itself as a cutting-edge leader.

Grafik developed the new brand position "The Forefront of Genomics" and executed a visual identity to match. Their solution included a major website overhaul, implementing a "search first" strategy with improved taxonomy that streamlined the site from over 4,000 to about 2,000 pages while making vital information more discoverable. This significantly enhanced the user experience for the institute's diverse audiences.

National Human Genome Research Institute (nhgri)