Activating an Evolving Brand
Life Sciences | B2B Biotech | Renamed Standard BioTools after a $250 million investment
We updated the Fluidigm brand after an acquisition and expansion of its portfolio, and developed a shared language to express the new company direction.
Fluidigm is a biotech company specializing in microfluidics and mass cytometry, enabling researchers to analyze single cells and biomolecules for advancements in healthcare, immunology, and genomics.
The challenge
When we partnered with Fluidigm, the company was at a pivotal point. Known for its expertise in microfluidics, Fluidigm had recently acquired a mass cytometry company—a move that united two very different disciplines within the biotech space. And while Fluidigm had recently undergone a brand refresh following the acquisition, the update lacked clarity about the company’s expanded focus and what they stood for.
They needed to redefine their brand strategy, unify corporate and product brand design, and align employees and stakeholders under a shared mission. In addition, the visual system was overly complex, with redundant colors and elements which diluted its visual impact and distinctiveness.
Our solution
Through leadership workshops and employee interviews, we refined Fluidigm’s vision, mission, and core values. Employees and stakeholders embraced the company’s new direction—especially the new swag—fostering internal alignment. We streamlined the design system by focusing on the corporate brand and two primary sub-brands, while building in flexibility for future growth. The result was a more cohesive and memorable visual language.
Our efforts supported multiple product launches, like the Hyperion Imaging System, which drove a 110% revenue increase YOY for the first 3 years after market entry, and reaching $18.8 million in its first quarter.
Deliverables:
Brand strategy
Refined corporate visual identity
Product brand design system development
Product launch support
Updated brand style guide
Event branding
Ad creative
Sales enablement materials