The internal design team was tasked to refresh the brand to make it look and feel more contemporary but retain the legacy of innovation and trust, and retain the main color blue because we found out through a brand audit that color had tremendous brand equity in the Biotech industry. Secondarily we wanted to create a more strategic & targeted communication through various marketing vehicles.

We hired a brand design consultant to collaborate with our team for the design refresh and once the creative direction was sign-off by the executives each of the design directors implemented the new design language across the various applications, stress-tested each, then collaborated to create a comprehensive brand guideline for the different business domains.

The brand refresh was well received internally and from the customers as well, and the design team continuously helped the brand to evolve and expand as the company acquired other companies.

My Role: Art Direction & Design