Automating the laboratory is big business. But, most companies assume that automated hardware is all that’s needed. Enter Biosero, which creates innovative software solutions to integrate end-to-end workflows and multiply productivity in the lab for automation. Biosero is a fantastic company with loyal customers that was buried under an out-of-date brand. In addition, Biosero had been recently acquired by BICO, a bio convergency company that had its own set of brand rules to follow. This takeover meant their well-known brand had to completely change to fit within BICO’s standards, but how they addressed their customers couldn’t change. They turned to V2Works to change all that, and swiftly.
To position Biosero as a BICO company while still allowing them to keep their own identity, the V2Works Brandgineers set out to create a modern, dynamic brand that would showcase their new status while continuing to reflect their core values and mission. To do that, we worked closely with the Biosero team to reposition their visual identity around the idea of high-tech software that brings the customer’s automation vision to life, for life. This compelling vision, along with the foundation of BICO elements, helped inspire a compelling visual story that is a true reflection of what customers love about the company: fun, flexible, valuable, and integration-friendly. Using stylized helix shapes to represent life and technology gave the brand a well-ordered system to tie graphical elements together. Pops of bright colors on a deep background highlight the software in a new and exciting way.
The result was a strong, clear, on-strategy, and super-flexible brand, set to use across all their different media channels and applications. By marrying elements from the BICO brand with alternate shapes and a new color scheme, it set Biosero’s brand as a secret weapon for laboratories within winner-takes-all markets. With their new visual identity, we finalized logos, fonts, color palette, and photo treatments, all captured in a crisp, clear guideline book. The visual story became the basis for a global campaign, set to create a strong information architecture across their collateral, website, social media presence, videos, and more. With this comprehensive re-branding project, Biosero is able to take the market from exclusively technical conversations to customer experience conversations. The flexible brand allowed them to pivot directly into a cohesive story for a powerful software business. Not only did V2Works change their entire brand and visual identity in less than two months, we created a structure for great customer interaction and easy transition across all media outlets as they switch. The new brand story is fantastic and it was great to partner with them to deploy the new brand at rapid scale.