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Gruppo Impact Lab: rebranding, siti web e content engine per TomaLab e Genet | Red Onion | Red Onion
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Impact Lab Group: brand architecture, websites and content engines for Impact Lab, Toma Lab and Genet.


For the Impact Lab Group we dealt with: strategic assessment, brand rebranding, website development, photo/video production and editorial & social engine. The goal: to align the identity and touchpoints of Impact Lab (holding company), Toma Lab (genetics and pathological anatomy laboratory) and Genet (genetic counseling platform), creating a clear brand architecture and a digital ecosystem capable of generating demand and trust among clinics, doctors and patients.

Context & objectives

The group is made up of three companies with Different Targets and Funnels: Impact Lab (B2B), Toma Lab (B2B/B2C) and Genet (B2C). In addition, TomaLab had the need to brand and place a new NIPT (prenatal test) prescribed by gynecologists. The objectives: consistency of image, connection of touchpoints (sites, social networks, materials), organic and paid presence on key channels and fast time-to-market for campaigns and launches.

The Red Onion Solution

Brand architecture and rebranding

  • Rebranding of the three brands (payoffs, new logos, user manuals, coordinated image) with the release of brandbooks.
  • Naming & logo for the new NIPT and definition of application guidelines.
  • Paper materials (3-fold flyers) for scientific dissemination in the clinical field.

Web projects

  • Development of new WordPress sites for impactlab.it and tomalab.it with information architecture, review/editing SEO-oriented content.
  • Restyling of the genet.care website (BVI, CSS/visual alignment).
  • Centralized hosting for domains/landing sites of the group.


Photo & video production

  • On-site shooting (Busto Arsizio).
  • Corporate video Toma Lab integrated into the digital touchpoints.

Content engine, SEO & media

  • For Toma Lab: revision/optimization SEO and publication of 2 articles/month.
  • Social Media Management: LinkedIn Toma Lab (organic + ads); Meta for TomaLab (organic + ads).
  • Google Search Ads always-on and Google Business Profile for TomaLab (optimization of the card, photos, Q&A, reviews).

Key deliverables

  • Group assessment & strategy.
  • Brandbook and corporate identity for Impact Lab, Toma Lab, Genet.
  • Websites: impactlab.it, tomalab.it, genet.care restyling; landing for campaigns/products.
  • Corporate videos and brand clips; shooting photographic
  • Content & SEO (blog, PED), newsletter on Mailchimp.
  • Social (LinkedIn, Meta) and Search Ads (Google).
  • AI avatar creation for content Social
  • Hosting and technical maintenance Centralized.


Value generated

  • Cross-brand consistency and clarity of roles between holding, laboratory and consumer platform.
  • Smoother user experience (from clinical information at the time of booking/contact).
  • Content engine that accelerates SEO indexing and demand nutrition (doctors/patients).
  • Single hosting governance, maintenance, analytics and brand assets.


Brand Identity and Strategy|Retail and Offline Communication|Social Media
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