Going Beyond Gravity: Transforming a Biotech Brand for market and product expansion
Litegrav, an emerging Biotech research platform, had expanded its offering from facilitating scientific research in space, to more extreme environments like volcanic terrains and beyond. This expansion called for a refreshed brand identity and value proposition. Both, a crucial update for engaging prospective customers and establishing early dominance in a nascent yet rapidly growing industry.
BioTech
Industry
2024
Year
Services provided
- Website design
- Logo design
- Copywriting
- Positioning strategy
- Proposition design
Challenges
- Clearly communicate their expanded product offering
Litegrav has grown to a comprehensive end-to-end pipeline featuring products and services that fulfil an array of different users’ needs. We needed to convey each products’ function and value simply and concisely, free of technical jargon - Creating a clear, simple value proposition
Litegrav offers a lot of value and for many different users. The challenge was choosing to strategically frame a value Litegrav could own, differentiating themselves from competitors, all while aligning with long-term business goals
- Cut through branding
We needed a refreshed identity that captured the sophisticated products and services that Litegrav offer, while also reflecting the range of new Extreme environments they play in
Approach
Approach to communication of value
We collaborated with Litegrav through a series of workshops, beginning with a deep dive of their product and a particular focus on the synergistic relationship within their pipeline.Then, we mapped their ecosystem of clients: identifying an array of user needs across different industries and how each product meets them. This process then helped us define a clear user journey and uncover key selling points, strategically positioned to attract the interest of prospective clients across new and existing markets.
Approach
Positioning & proposition
A thorough competitor analysis and evaluation of Litegrav’s roadmap identified three key differentiators, enabling us to carve out a unique market position:1. Unrivalled market coverage: Litegrav is the only biotech company that services the entire Extreme Biology market, unlike its competitors who primarily focus on microgravity or specific verticals2. Genuine efficiency offering: Litegrav’s comprehensive offering of state-of-the-art technology, manufacturing, launch providers and open-data sharing enable them to significantly reduce cost, and increase speed and reproducibility of data – two significant challenges that have caused scientific discovery to stagnate for years.From here, we landed on their new value proposition: Bringing extreme efficiency to Extreme Biology
Approach
Brand refresh
To accomplish a brand identity that reflected all Extreme Environments, we:
1. Drew from organic motifs: tapping into the array of organic molecular structures observed in Extreme Environments
2. Incorporated biomimicry: animating rotating molecular structures, to mimic the impact of Litegrav’s technology
3. Established distinct TOVThe colour palette and tone of voice were deliberately chosen to reflect the founders' unique personalities, who describe themselves as "quirky but groovy disruptors”
Results
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