Branding & Identity

It’s about finding the brand voice and using it to differentiate. From the brand’s first spark to its polished debut, we dream it, name it, design it, and dress it to impress.

• Brand development
  Logo development
  Product naming
  Concept development
  Package design
  Stationery package development

Case Study

Client:

Anatrace

Challenge:

They’re a developer and manufacturer of ultra-high-purity detergents, synthetic lipids, and related reagents that enjoys a position of trust from the global research community. But in an industry where the majority of companies make bland claims about capabilities, and rely on imagery of DNA helixes and people in lab coats, the need to be different was obvious. 

 

 

Solution:

After assessing the poor effort shown in the competitive landscape, we set about seeking a defining brand voice. Something they could substantiate that no one else could. Anatrace’s ability to elevate their customers’ research to higher levels of quality pointed us toward a positioning line, “We set our standards high. So you can, too.”

Once that position was defined, we turned our attention toward a visual language that would stand apart in places like print publications, trade show events, and online. Anatrace had to be about more than simple achievement – they had to be about aspiration. We landed on a series of arresting visuals that would anchor the brand – visuals depicting human accomplishments that are theortically impossible, but become reality in the Anatrace world. These visuals were captured in a distinctive, easily recognizable style and applied to everything from their website and printed material to packaging, trade show displays, online marketing, and more.

Results:

The new Anatrace brand didn’t just look different, it felt different. The bold positioning gave them a confident, ownable voice that stood out in a market full of generic DNA helixes and lab coat stock photos. The striking “impossible made possible” visuals stopped people mid-page in journals and inboxes, pulled them into trade show booths, and gave their marketing a signature look that was instantly recognizable. The style worked across every channel, from website, and print to packaging and  events – making the brand feel cohesive and aspirational everywhere it appeared. The results spoke for themselves, as sales climbed 20% annually in a market that was flat at best. And the on-going success paved the way for a profitable acquisition, as Anatrace became the cornerstone company of life sciences conglomerate, Calibre Scientific. Proof that when you raise your standards, the market rises with you.