Branding
Internal and external branding for Bio-Works Technologies.
Brand Designer
Role
Background
Bio-Works Technologies aimed to establish a consistent presence across all marketing channels. This is how we went about it.
Goals
Presenting Bio-Works as visually consistent
Our ambition was for the brand to be easily recognizable while standing out from the crowd. This had to go beyond our product offerings and talking points.
Developing a guideline
Once the approach was discovered, we then had to develop a document to ensure that all parties, internal and external, can produce content that is within the brand's standard.
Offering a modern alternative
Our focus was to communicate the idea that "modern problems require modern solutions". To achieve this, we had to bring modern simplicity into our solutions.
Solutions
Channel-native brand development
From booth design to YouTube shorts, we understood that every channel requires its native treatment. It would be naive to think that content from a specific channel can simply be "recycled" and "reused" for use in another. It is, of course, technically possible, but will most likely not yield desired results. To solve this, we approached our brand development project from the bottom up-- imagining specific use cases of branding elements before beginning to develop them.
Branding standards within the grasp of everyone
The guideline document should be detailed and comprehensive, but increased complexity can result in worsened understanding for non-creative parties. Because brand conformity in biotech can be challenging, we chose to develop extremely clear instructions that are tailored to third parties such as distributors. This guaranteed that any content developed to represent Bio-Works will conform to the new standards.
Standing out by saying less
Companies in life sciences are very conservative when it comes to branding. On one hand, it is easy to recognize a life science brand, but on the other hand, they all look and feel the same. To stand out, we stripped every brand representation to its very essence, only providing what is sufficient to the viewer. We championed iconography and the use of white (negative) space to eliminate the maximalist headache resulting from the information bombing that we have come to expect from companies in this sector.
Tools
Figma
Adobe Photoshop
Adobe Lightroom
Adobe Illustrator
Adobe Premiere Pro
Adobe After Effects
Adobe Audition
Conclusion
The branding project for Bio-Works Technologies required a comprehensive development of the positioning and its visual manifestations. We managed to build and simplify brand value communication so as to keep a consistent representation of the company across all touch points.
