BioReference Laboratories, Inc.

Launching On-Demand Healthcare During a Pandemic



When one of the nation’s leading labs, BioReference Laboratories, Inc. (BioReference) reached out to Code and Theory, the world was reeling from the COVID-19 outbreak. With patient anxiety at an all time high, the pandemic highlighted the need for healthcare providers to expand their remote and at-home healthcare and diagnostics offerings. BioReference already had a mobile blood testing prototype that would bring lab sample collection services to patients on-demand⏤but they needed Code and Theory to name it, brand it, and introduce it to the world.




First, we defined the brand positioning, key messages, and gave it a name: Scarlet. The name Scarlet confidently reflects BioReference's expertise in blood testing, while bringing a human touch and consumer-friendly feel to the brand. Our positioning addressed the needs of both patients and healthcare providers, centering around Scarlet’s key benefits of ease, simplicity, safety, and seamlessness. We then created a logo and identity system that brought the brand to life and built a cohesive brand experience across their ecosystem, including the website, launch emails, sales materials, and internal communications.

Strategic Brand Design

Scarlet’s identity is an extension of its positioning, highlighting the benefits of ease, simplicity, and seamlessness. It embodies Scarlet’s on-demand testing offering, utilizes distinctive elements that stand out in the category, and balances friendliness and professionalism in a modern way.

Designing for Tomorrow

We crafted designs that not only encapsulated the service today, but BioReference’s vision for the future of patient-centric healthcare and diagnostics.


We considered the distinct needs of Scarlet’s core audiences: patients and healthcare providers. Our communications were built to excite and educate them every step of the way.

Made for Digital

We provided digital-first designs in a modular system that demonstrated Scarlet’s modern offering with every tap, swipe, and click.

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