BIOSPECTRA

RE-BRANDING & RE-DESIGN AT THE MOLECULAR LEVEL

BioSpectra is a leader in the BioPharma industry. They do not sell off the shelf products, they sell complex science. As a leading contract manufacturer and producer of biological buffers, pharmaceutical excipients and laboratory reagents, BioSpectra positions itself as a supplier to some of the largest pharmaceutical manufacturers in the word. In 1994, their company began as BioBuffer Solutions. They quickly outgrew their original facility and product line. This expansion of services, products and a new facility led to the creation of their new company, BioSpectra. The BioSpectra brand needed to also grow during the transition to claim its place among the leaders in the industry.

Working with Jena Communications as their Digital Media Director, I consulted with the client to help identify their company’s objectives and goals as well as assisted in guiding those decisions with the client. We knew BioSpectra had the opportunity to build curiosity and excitement among their current and potential new customers through their company’s new brand re-launch. I took full advantage of this opportunity by meticulously researching their competitors to determine what worked within their unique industry and what would best define their company and brand as an industry leader. The goal: to design and develop a comprehensive brand strategy and marketing materials for their new business identity and create the ability to accept product orders through their new website.

Once we completed our re-branding makeover, we had successfully outfitted BioSpectra with an engaging level of new content in which the business can continue to compete and grow. Deliverables included: a new brand and logo identity package, a large variety of print collateral including a catalog of technical specification sheets, the redesign of their website with integrated eCommerce, a comprehensive content management system, SEO optimization, trade show booth displays, an interactive presentation and video marketing materials. Through my involvement in the various projects and through my planning and design efforts, all the items developed surpassed the client’s goals and expectations.

Agency

Jena Communications

Role

Digital Media Director

  • Brand Development + Content Strategy
  • Print Design + Visual Information
  • Trade Show + Graphic Design
  • Interactive Presentation
  • Website Design + Ecommerce
  • Digital Film + Motion Graphics

BRANDING AND IDENTITY

COLOR PALETTE

BRAND COLLATERAL

SPECIFICATION SHEETS AND GRAPHIC DESIGN

Visual Information Simplified for a Scientific Audience

The ability to convey a large quantity of scientific information both beautifully and accurately is critical when it comes to BioSpectra’s product line of chemicals they produce. I was very excited when tasked with this project knowing that I would be able put my past biology education to good use!

Each catalog specification sheet consisted of a list of scientific data and measurements, a summary of the product’s intended industry use, and the design of an accurate molecule model of each chemical.

Working closely with their staff of subject matter experts, I designed over a dozen accurate molecule models of their chemical products along with the simplified layout of relevant scientific information. Each data set had to be logically grouped to make the specification sheets easy to read and clearly convey both the information and properties of the individual chemicals and their tests. The molecule models were used as a large visual identifier that the scientists would be able to quickly, at a glance, have the ability to verify the chemical in which they wanted more information about.

The result was a comprehensive catalog of BioSpectra’s well branded product line and the ability to present accurate scientific information to their intended customer base.

TRADE SHOW DISPLAY AND INFORMATION GRAPHICS

Another effort in which I filled the Art Director and Graphic Design role was for the visual design and print preparation of the client’s trade show display. The key features in the visual presentation is to express cutting-edge technology and create a sense of movement to attract onlookers.

Each panel was designed to convey key components of the manufacturing process. Custom photography was selected from archival catalogs and placed into a hexagon shape. This shape was chosen because it was a familiar element from BioSpectra’s previous brand. The hexagon shape was also used for their audience’s familiarity with its scientific relation to their end product use. Working closely with the client and another graphic designer we executed a very successful trade show booth design that attracted large audiences at numerous industry events.

INTERACTIVE VIDEO PRESENTATION

In the same branded theme as their trade show display, the client also required an interactive video presentation to showcase their products and manufacturing facilities. The finished project was used as a feature display for their trade shows and online. A series of film quality videos were produced along with the development of a user-friendly interactive interface design to showcase the content. This project had to work seamlessly on multiple platforms including standard desktop browsers, multiple tablet devices,

HTML5 and iOS. For display use, the project was designed to automatically self-run and cycle through the content which was shown on a very large touchscreen monitor wall. The interactive piece was also authored to react to immediate user interaction and had the ability to operate manually through user selections to display any particular content piece with a single touch.

WEBSITE DESIGN AND ECOMMERCE

NOT YOUR RUN-OF-THE-MILL PRODUCT LINE

Developed on the ASP.NET Web application framework, the website contained a highly customized CMS and shopping experience. Due to the nature of their product line and purchasing audience, the products were required to have a large amount of scientific data, unique volume measurements and purity grades associated with them – all of which were user customizable for specific pricing and purchase scenarios. The products had to be identifiable at a literal molecular level in which a series of chemical compound images were created to support precise product identification. I was directly involved with the entire wireframe, interface design (UI/UX) and front-end design and development of this project.

SEARCH ENGINE STANDARDS WORK VERY WELL

Admittedly, there is not a lot of SEO competition for the keyword “Guanidine Thiocyanate suppliers”. However, as standard best practice, I always optimize all on-page copy within any website I design. I first identified the highest search volume of phrases used for BioSpectra’s product line. Reviewing with the client, I then optimized numerous pages and metadata information within the new website and eCommerce pages accordingly. Through this effort, the new website ranks superbly across all search engines for the terms related directly to the client’s product lines that they sell.

MOTION GRAPHICS AND DIGITAL FILM

One unique aspect of the website which I designed was also the accompaniment of supporting promotional videos for inclusion within their ongoing content strategy. Working closely with another video editor, I helped design and produce numerous motion graphic, branding, graphical treatments and videography elements. These materials were used throughout multiple presentation efforts which helped carry the client’s message as a global provider and industry leader within the BioPharma industry.