Synthace – Brand
Synthace is a life sciences software (SaaS) company that has developed a digital experiment platform aimed at enhancing research and development (R&D) in the life sciences sector. Their platform enables scientists to design, simulate, and execute complex experiments with greater efficiency and accuracy, facilitating more rapid and reliable scientific discoveries. Logos include; Astra Zeneca, UCL and Oxford Biomedica.
Before:
In 2022 I was originally hired as Synthace’s Marketing Designer (Promoted to Senior Brand Designer in 2023). The brand currently lacked any visual cohesion when it came to marketing assets and outreach material. However this was the tip of the iceberg. In an industry defined by uninspiring visuals and complex topics, we struggled to differentiate ourselves. With an outdated brand kit featuring unremarkable typography and lackluster imagery, it was clear that an evolution was overdue.
Exploration:
The Pebble - A shape synonymous to Synthace, yet it was underutilized. It was time we expanded on it. Taking inspiration from shapes in complex biological systems, like that of mitosis, we crafted a selection of new, more fluid forms. Additionally, playing around with layering, multiplication and knockouts would add depth and once again bring us back to that feeling of fluidity and suspension.
Kiki and Bouba - A favorite topic of mine and one every designer would be familiar with. It quickly became clear that Bouba aligned perfectly with Synthace’s language—soft and approachable, offering a welcome sense of ease in a complex, hard-to-navigate industry. However we weren’t a juvenile Bouba, we were a more mature and sophisticated version, well rounded and formed.
The Evolution - By combining these elements with a refreshed, modern typeface, a streamlined color palette inspired by the product interface, and a nod to the original brand colors through punchier gradients, we crafted a visual identity that truly stands out in the life sciences space. At innovation-driven events like SLAS and Lab of the Future, the Synthace brand shone brightly, standing apart from the outdated and uninspired visuals of competitors.
The outcome:
