Crown Bioscience had been in a state of almost constant transformation since its formation in 2006. It had evolved from a Chinese preclinical CRO into a dynamic and intuitive US based life sciences and biotech company that had taken on a global significance.
This rapid pace of change had led to cracks forming with the company’s sense of self identification – leading to a form of brand dysphoria; amplified by continued acquisitions and a visual identity that had more to do with monarchy than the infinite possibilities for scientific research to benefit human healthcare.
Recognising this challenge, Crown Biosciences enlisted our help to work with their internal brand and marketing team to craft a new and unifying identity that would symbolise the company’s vision, mission, and values.
That symbol was found in conversations with Crown Bioscience’s people and their fundamental belief in the infinite possibilities for modern scientific research to advance human healthcare for every man, woman, and child on the planet.
Crown Bioscience’s new logo places that infinite possibility at its heart as a unifying factor between its continued commercial acquisitions and partnerships and its scientific expertise.
Embracing the company’s reputation as an industry innovator, the new identity was created as a dynamic and versatile tool that would work seamlessly across mediums and regions.
Reinforcing this position, a new suite of deep science images was created to a cinematic standard to replace an industry reliance on stock imagery.
Futureproofing the new identity, brand guidelines were developed that would accommodate new acquisitions and capabilities within the company portfolio – allowing Crown Bioscience to continue realising and delivering on the infinite possibilities for scientific research to build new partnerships and ultimately – advance human healthcare.
Following its launch at AACR New Orleans, the new identity and campaign went onto win multiple international awards including most notably from the Academy of Interactive & Visual Arts.
Branding
Film and Animation
Digital
Medical Animation
