Historically, the brand has been geared towards appealing solely to the scientific community—a group that makes up only a small fraction of those positively benefitting from their discoveries. Our goal was to raise public awareness of their impactful work by humanizing the brand. Our message of “Moving Science” taps into emotions that resonate with everyone, as “Moving” speaks to their scientific advancements and meaningful objective of seeing the world healed.
We established a brand voice that is focused and vibrant. A scrappy, personable tone connects their creativity, precision, and ambition. They spark solutions and turn what couldn’t be done into what we can’t live without.
Basic scientific and human elements inspired visuals. A spark, atom, and eye are combined into one spirograph mark depicting thousands of small particles joining together to form something greater. Just as each member of Southern Research, members of the community and other partner organizations come together to bring positive change into the world.
Color is scarcely used in their industry, so we focused on including variations of only one color in addition to black and white for the brand. Blue is fresh, modern, and fitting for the biotech world.
Grainy textures and subtle movement on the website mimic the distinct motion seen right before achieving clarity while focusing a microscope.
Grainy textures and subtle movement on the website mimic the distinct motion seen right before achieving clarity while focusing a microscope.
We designed collateral to visually communicate the new brand identity by way of signage, a year in review report, and lifestyle merchandise.
In photography, we captured scientists’ faces and offered a behind-the-scenes look at their research environment.
The impact of Southern Research is possible because of the humans behind the science. The brand is now reflective of their life sciences expertise, leadership in biotech, and commitment to translating research into innovation.