BIOLOG

Our team was tasked with developing a brand strategy, identity, and product launch campaign. The strategy and identity would need to provide for a multi-audience approach, assuring brand consistency be maintained while delivering relevant messages to key groups. The launch campaign would be used to announce the refreshed brand and a new flagship microbial plate reader called 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 developed insights which informed the brand strategy framework we created, evolved, and delivered.

We transitioned from approved strategy to brand identity development, creating multiple, on-strategy brand 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 rough 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 through Brand Guide / Campaign Playbook for ongoing use by Biolog’s internal marketing team, as well as tradeshow booth backdrops, 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 the new brand visuals and campaign concept.

The results of the project have been overwhelmingly positive. Biolog has leveraged the branding and marketing in various capacities, and continues to incorporate it into new areas as needs arise. Their audience and industry have taken notice, with numerous existing customers, prospects, and strategic partners expressing how the enhanced branding better aligns with Biolog’s place as an industry leader and innovator.