Multiple NYGC website screens showing collaborative genomic research and user-friendly navigation structure

New York Genome Center Website

A future-focused website for a globally-renowned institution

Neoscape partnered with the New York Genome Center to create a sophisticated, scalable website that reflects the institution’s prominent role in the world of genomic research. The result is a robust communications platform that empowers NYGC to engage collaborators, elevate its thought leadership, and amplify its groundbreaking science. Built with longevity, accessibility, and editorial independence in mind, the new site positions the NYGC for long-term success and greater global visibility.

Modernizing the NYGC’s digital presence

From the outset, our task was clear: modernize the brand, while retaining the existing logo and color palette, and design a robust website that would streamline communication and empower the institution to scale its digital presence for years to come.

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“

There was no question in my mind that Neoscape was the right partner for this project. Thank you and the Neoscape team for the effort you made to understand our very complex organization and for creating an elegant, engaging site that helps put our work in the best possible light.

”
Sarah Lesser Avins SVP, Chief Development Officer, NYGC

Building a strategic foundation

We began with a comprehensive discovery phase, as we always do with a website of this scale. Our interactive team worked closely with the NYGC’s leadership, scientists, and project managers to identify key goals and challenges. Through a series of workshops and interviews, we gained valuable insights into the organization’s priorities, target audiences, and content strategy. This research helped inform our user personas and journeys, laying the foundation for a cohesive and intuitive site design. Wireframe prototypes were tested and refined to ensure a seamless user experience, allowing the team to address navigation challenges and ensure accessibility from the outset.

Slide deck preview with NYGC interface concepts, user-focused layout tests, and information clarity metrics
Website UI concepts
Strategic website needs overview for various NYGC audiences with supporting text and circular portraits
User personas
Website information architecture chart mapping NYGC site structure across key sections and categories
Information architecture

Evolving a cohesive brand identity

In parallel, our brand design team tackled the brand refresh, modernizing the NYGC’s visual identity to reflect the institution’s forward-thinking mission. The team updated typography for enhanced readability, introduced new applications for the existing color palette, and developed a custom suite of icons representing the NYGC’s diverse research programs and technology platforms.

Brand presentation mockups for NYGC showing logo usage, typography, iconography, and digital interface layouts

These updates, combined with new photography treatments that elevated the NYGC’s imagery, brought a fresh, dynamic energy to the brand without losing its established identity. The refreshed brand elements were documented in an updated brand guide, equipping the NYGC’s marketing team with the tools to maintain a consistent and professional presentation across all channels.

A platform for
pioneering research

The initial discovery effort and brand refresh culminated in a robust, scalable website that reflects the NYGC’s mission and growing impact. Designed to house over 600 pages of scientific content, the site presents complex information in an engaging and accessible format, empowering the NYGC to showcase its research, promote thought leadership, and connect with collaborators, donors, and the broader scientific community. Key features include a comprehensive events calendar, a robust news section, and dedicated faculty lab pages, all crafted to make critical information easy to find and compelling to explore.

Designed for longevity & accessibility

Built with usability and inclusivity at its core, the website adheres to AA WCAG accessibility standards to ensure it serves a broad audience. The user-friendly CMS enables the NYGC team to manage updates to news, publications, and events seamlessly. Close collaboration with the institution’s IT team ensured the platform met stringent security requirements, establishing a reliable foundation for the NYGC’s expanding digital presence.

Driving engagement &
advancing the mission

Since its launch, the site has become a powerful tool for increasing awareness of the NYGC’s mission and fostering greater engagement with its groundbreaking research. The collaboration between Neoscape and the NYGC continues to thrive, as our team provides ongoing hosting and maintenance services to ensure the site performs at its best and continues to support the institution’s efforts to promote its research and the scientists behind it. 

  • 600+

    pages

  • 8,000

    average visits per month

  • 100%

    accessibility score
    (Google Lighthouse)

Brand Refresh, Messaging Platform, Content Strategy, Website

  • New York Genome Center

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