Illumina

Non-Invasive Prenatal Testing

Understanding Non-Invasive Prenatal Testing

Illumina asked us to create a series of visual animations to explain their breakthrough solution for non-invasive prenatal testing (NIPT), which screens for chromosomal conditions with no risk to mother or baby. As the first character-led animations under Illumina’s new brand guidelines, the content needed to balance emotional connection with scientific credibility. Our goal was to help expectant parents understand what NIPT is, why it matters, and how it can support informed decision-making, all with clarity, care and confidence.

Illustration of a pregnant woman with XX chromosomes and a man wearing a purple turban with XY chromosomes, symbolizing genetic differences, against a gradient blue-to-pink background.

Illustration of a doctor in blue scrubs with a red stethoscope consulting a patient, sitting across a desk with a computer, against a blue gradient background.

Illustration of a doctor performing an ultrasound scan on a pregnant woman lying on an examination bed, with a monitor displaying an image of a fetus in the background.

Illustration of a newborn baby lying on a digital weighing scale, displaying a weight of 2,500 grams, against a light blue and pink gradient background.

Global Education on Prenatal Testing

We developed a series of five animations to help explain non-invasive prenatal testing (NIPT), what it is, why someone might choose it, and the next steps to consider.

Each animation was designed to be accessible and relatable, using diverse character representation to ensure it resonated with a global audience. To maximise reach, the animations were translated into 10 languages, helping Illumina provide clear, supportive information to expectant parents around the world while maintaining scientific accuracy and emotional sensitivity.

ChatGPT said: Illustration of a woman holding a pregnancy test, surrounded by thought bubbles asking questions about pregnancy, including advice, diet, being a good mum, and baby's health.

Illustration of a female doctor with dark hair in a bun, wearing a white coat and stethoscope, smiling against a gradient blue-to-pink background.

Illustration of a healthcare worker preparing a patient’s arm for a blood test, with a blood sample vial and gloved hand holding a cotton pad.

Illustration of a pregnant couple speaking with a smiling healthcare professional holding a clipboard, during a prenatal consultation.