Biolog
Brand Strategy / Brand Identity / Design Systems / Campaign Strategy / Print Design / Digital Design / Environmental Design
Biolog has long been a leading provider of cellular analysis instrumentation and services. At a time of investment in new products and strategic acquisitions, we revamped Biolog’s brand strategy and identity to leverage their history and tell their story to a new generation of scientists.

Before

After
Overview
We worked closely with Biolog’s sales, marketing, and operations teams to establish alignment on a new brand vision. We developed a relaunch campaign called “Biolog For…” that provided a flexible, consistent framework for customized messages to convey Biolog’s myriad benefits to specific target audiences.
Biolog provides cellular analysis tools for solving critical problems for pharmaceutical, food and beverage, industrial, and agricultural organizations. A new ownership team, planned product line expansion, and a robust growth strategy inspired the company to engage Less And More to help position the brand for the dynamic near future, and beyond.
Our team was tasked with developing a brand strategy, identity, and product launch campaign. The strategy and identity would require a multi-audience approach, assuring brand consistency be maintained while delivering relevant, differentiated messages to key groups. The launch campaign would be used to announce the refreshed brand and a new flagship microbial analysis platform dubbed Odin.
We leveraged our strategic development process, using discovery calls and workshops with members of the Biolog leadership team to gain alignment around the major brand strategy elements. We reviewed existing market and audience research, and honed insights, which informed the brand strategy framework we created, evolved, and delivered.
We transitioned from strategy to creative development, drafting multiple rebrand options in rough. We talked the Biolog team through the advantages of different approaches, and engaged in discussions that took us further down the path to finalization.
Along with brand identity options, we created campaign directions that aligned with the different concepts. We ultimately landed on a direction titled “Biolog For…” which provides a flexible messaging framework for the company, allowing them to craft marketing that is consistent with a unifying concept, but also easily customized to speak to the pains of specific sub-markets.
Our deliverables included a thorough Brand Guide / Campaign Playbook for Biolog’s internal marketing team, as well as trade show booths, collateral and sales support, presentation templates, website headers, digital marketing and social assets, iconography and illustration, and photography sourcing. The team at Metropolis Creative rebuilt the Biolog website, incorporating our new brand visuals and campaign concept (thanks!).
The results have been overwhelming. The Biolog team has done an incredible job leveraging the new branding, and they continue to incorporate it into new areas—using the groundwork and tools we provided to grow the brand into the future. Their audience and industry have taken notice—”Biolog has taken its place as an industry leader and innovator.”
Biolog’s audience and industry have taken notice, with numerous existing customers, prospects, and strategic partners expressing how the enhanced branding better aligns with their place as an industry leader.









“Less And More’s work received great, positive feedback. They delivered on time and were communicative and accommodating throughout the process.”
— Joshua West,
Marcom Director / Biolog