GenomicsCollaborative wanted to position itself as the world's leading repository of high quality human genomic DNA, serum, and tissue. To achieve that goal, GCI required a complete redesign of their existing informational Web site, which amounted to the ground-up development of a massively expanded site. The focus of the new site was to quickly provide GCI with a professional web presence that helped to establish it as a hub for global genetic research.

Digital Justice built the Information Architecture around GCI's three distinct businesses. Each of the businesses was given a distinctive look to aid in differentiating the businesses for each of the audiences. Once design was completed, the site was rolled out in phases to allow for a timely launch of the new corporate presence.