Branding in action — how we're helping emerging science startups
It’s incredibly important to have a strong brand image and supporting story before you begin PR. Here are some of our recent branding and website success stories with some hugely promising science startups.
Carbogenesis
The Carbogenesis team is harnessing physics to convert carbon dioxide into a resource for making high-value materials, instead of allowing it to pollute the world.
Every once in a while, a new technology solves a massive problem and changes the world. Founder Dr. David Soane worked with Jane Lalonde to brand his latest start-up, Carbogenesis, a company dedicated to using plasma physics to combat climate change.
Here’s how the brand evolved from concept to reality.
SCOPE
The brief provided by the team was to create the brand from scratch. This included logo, brand narrative, corporate identity, style guide, colors, tagline, key messages, brand archetype, website content, website front end, website CMS backend, global pitch deck, original in-person photography, blog/social, and website maintenance.
BRAND STORY
We integrate CO2 utilization into carbon capture and utilization technologies by unlocking new chemical pathways for change. Our technology shatters fundamental chemical and engineering limitations, enabling us to use CO2 for good.
ABOUT
Creating value from CO2 emissions for partners, people, and the planet, Carbogenesis was born to attack global warming at its root by providing technology that utilizes CO2 at the point of emissions for good.
SOCIETAL VALUE MESSAGE
Carbogenesis is harnessing physics to convert carbon dioxide into a resource for making high-value materials, instead of allowing it to pollute the world.
BRAND PROMISE
A new roadmap for CO2 that is economically viable.
TAGLINE
USING CO2 FOR GOOD (dual meaning of re-use and permanence)
BRAND IDENTITY
Logo
Style guide
LAUNCH BLOGS
BioCube
BioCube’s Tony Gonzalez believes in making the world a better place for science by providing a world-class life science incubator in the heart of Silicon Valley for world-changing ideas.
Located in the heart of Silicon Valley, BioCube San Jose is one of the most respected life science incubators in the region. Known for its modern, innovative lab spaces and clients, the CEO wanted a brand to match. Visionary CEO Tony Gonzalez hired Jane Lalonde to reimagine the brand into something beautiful, clean, human, and caring.
SCOPE
The brief included a logo refresh, colors, style guide, new brand narrative, corporate identity, tagline, key messages, brand archetype, website content, website front end, website CMS backend, facility pitch deck, original in-person photography, blogging, social, website maintenance, sales support, pr management, and fractional CMO services.
BRAND STORY
We thrill at giving care and all the little things that help accelerate and commercialize profound discoveries. Located in South San Jose, the original BioCube incubator is already home to some of the most dynamic early-stage companies pushing the limits of life sciences.
ABOUT
In everything we do, we believe in making the world a better place for innovators by providing user-friendly workspaces, modern labs, and common areas as clean and safe as they are beautifully designed and maintained.
SOCIETAL VALUE MESSAGING
Science has no expiration date. BioCube is not just a place to work. It’s a community, a hub and a collaboration space dedicated to improving lives.
BRAND PROMISE
Grow in place. (We do the little things, so you can do the big things.)
TAGLINE
Grow, in place
BRAND IDENTITY
PR CAMPAIGN
Once Jane had completed the branding and identity finalized and launched the website, we orchestrated a media outreach campaign. Several strategically important media articles have since been published that will serve to attract new tenants.
Zea BioSciences
Zea Biosciences is a new biologics platform focused on identifying, producing, and growing high-potency drugs. Founder and visionary Jim Wilson hired Jane to brand the biotech startup and then serve as an interim chief marketing officer.
SCOPE
After six months of due diligence, Jane was hired to create the brand from scratch. This included logo, brand narrative, corporate identity, style guide, colors, tagline, key messages, brand archetype, website content, website front end, CMS backend, naming, global pitch deck, assets, blog/social, and maintenance.
BRAND ORIGIN
Our Zea Lighthouse™ is a plant biotechnology platform that has the potential to transform the treatment of diseases throughout the world. Using plants as medicine is a decades-old idea that can change the world, build healthier communities, and provide greater access to medicines at a far lower cost.
SOCIETAL VALUE MESSAGING
Zea is developing multifaceted partnerships with major universities and agencies to unlock years of research designed to validate molecular discoveries that positively impact human health on a global scale. Including a collaboration with University of Pennsylvania and Loma Linda University Health in California.
BRAND PROMISE
Inspire healthier communities and decentralize medicine
TAGLINE
Unlock the possible
BRAND IDENTITY
PR CAMPAIGN
To boost awareness of Zea and its Lighthouse concept, Jane submitted the brand for an innovation award. Result: Zea's "The Lighthouse" earned top honors as a finalist in Fast Company's 2022 World-Changing Ideas.
