Noisy Beast Launches Lumi Health Australia

For the first time in Australia, couples looking to start a family can access a more affordable carrier screening test that looks for the most common inherited conditions – cystic fibrosis, spinal muscular atrophy and fragile X syndrome. Lumi Health is a ground-breaking genetic screening service, developed through a collaboration between myDNA Australia (myDNA), Victorian Clinical Genetic Services (VCGS) and the Murdoch Children's Research Institute (MCRI).

It was with the help of independent and fully integrated agency, Noisy Beast, that the Lumi Health brand was able to be brought to life. Having previously worked on projects for both MCRI and its genetic testing arm, VCGS, as well as with parent company myDNA Inc.’s brand, FamilyTreeDNA in the US, the Noisy team’s understanding of the genetic screening industry and their unique agency model was key to Lumi’s brand development.

In 90 days, Noisy developed the name, brand identity and go to market strategy, including packaging, collateral, paid media, social, search, and digital, the process touching pretty much all areas of Noisy’s offering.  

“Noisy Beast’s model enabled a unique approach in an incredibly tight timeframe” said Wade Brownlee, general manager at Lumi Health. “By combining media insights, creative direction, social content creation, and digital strategy, Noisy Beast was able to concept and craft the Lumi brand image in a very short time frame, all without compromising on quality in any area.”

Murray Bransgrove, creative director and partner at Noisy Beast said, “To start with a blank sheet of paper in August and then be able to build a whole brand identity, advertising campaign and digital network for a November launch, is a huge endorsement of our model. Being an integrated agency allowed for a seamless approach - right from the naming convention into its articulation in market. Having Media, Social and Data insights feeding the creative process is an absolute luxury.”