Gener8
Rebrand
Recognition
Transform Awards, ( Silver)
Marcom Awards, (Gold)
Context
Gener8 helps biotech innovators bring their ideas to fruition through engineering solutions. Recent acquisitions enhanced their offering to cover the full spectrum from ideation to manufacturing. Gener8 needed a way to tell their new story to the market and set themselves apart from well-established large players in the industry.
Solution
The strategy was to position Gener8 as a mentor to guide biotech innovators through the challenging path to market. The language shifted from features and solutions to how Gener8 helps innovators achieve their vision. To reflect the strategy, visuals focus on smooth lines and “paths” that represent the innovator's journey to market.
Visual Brand Expression
We created a dynamic visual system to highlight the company's innovative spirit. The system features a vibrant color palette, bold biotech photography, and linear “graphic pathways” that illustrate the end-to-end guidance Gener8 provides to its business partners.
Brand Implementation
We created several key touch points, including a new website, sales presentations and collateral, business tools, signage, and a go-to-market campaign. The brand system was formalized through the development of comprehensive brand guidelines and a gallery of visual examples.
