allink Website Relaunch: How Analytica and Genetica Show Their Connection

In the highly specialized world of laboratory diagnostics, trust and precision are crucial. The allink website relaunch for the medical laboratories Analytica and Genetica demonstrates how these core values are evident not only in the test tube but also in the digital space. At the heart of the project is a strategy that combines human connection with technological excellence.

As independent, physician-led, third-generation family businesses, Analytica and Genetica have stood for consistency and reliability for decades. Allink’s task was to translate this deeply rooted culture into a contemporary digital experience that goes far beyond the mere functional conveyance of information.

Employer Branding Through Authentic Insights

At the heart of the relaunch is a comprehensively revamped visual identity that showcases employees from both companies in their real-world work environments. This focus on authentic employer branding highlights the people behind the diagnostic devices and builds a lasting foundation of trust for both patients and healthcare professionals. At the same time, this personal approach strengthens internal identification, turning employees into key brand ambassadors.

«Labor Sans» and an optimized UX for the allink website relaunch

To visually reinforce the laboratories’ scientific accuracy, allink implemented the custom-designed corporate typeface Labor Sans. The distinctive typeface exudes clarity and modernity, striking a harmonious balance between human warmth and technological precision. The fundamentally optimized information architecture and user experience also enable users to navigate efficiently through complex medical topics. As a result, the new websites are far more than just a digital business card; they are functional tools.

«With our new website, it was important to us that it not only showcase our medical expertise but also reflect who we are as a family-owned business. allink did an excellent job of bringing these two aspects together.»
Nina Genoni-Isler, CEO of Analytica.

Person in charge at Analytica: Nina Genoni-Isler, Andrea Isler, Gaetano Genoni, Marc Mosimann, Sarah Erni, Sascha Herold; Contact person at allink: Davide Rossetto (Design Director), Florin Schweizer (Brand Marketing Consultant), Serafina Bründler (Brand & Online Marketing Trainee), Gretta Bott (Senior Copywriter), Alban Bochsler (Technical Director), Nicolai Spicher (Senior Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), David Zangger, Fabian Schiltknecht (Overall Responsibility)