Improving lives with cutting edge chemistry
GlycoSyn – brand development 2023-2024
GlycoSyn are a smart bunch based in Gracefield Wellington (formerly part of Callaghan Innovation). They have deep expertise in complex chemistry used in novel pharmaceutical ingredients. GlycoSyn work with clients all over the world to develop and manufacture active ingredients that are the key constituents of many vaccines, antiviral and rare disease therapies that greatly improve quality of life.
New logo and wordmark created.
As part of Salted Herring I worked through an in-depth research process with the wider GlycoSyn network of staff and clients globally to understand their business, its aspirations and their customers. Using a very collaborative process we developed a brand strategy and story that provides a clear and simple version of what is actually a very complex and technical process. The core idea of ‘improving lives with cutting-edge chemistry’ formed the basis of a strong new completely refreshed brand expression. This moved the brand away from dry, cliched imagery and convoluted technical language to simple but more aspirational messaging expressing why they do what they do. This is particularly helpful for their internal brand building; one of their brand goals is to help recruit and retain good people.
The brand refresh included a completely new logo and design system, comprehensive brand and copy guidelines, storytelling content (photography & copy), a new website, corporate collateral and signage. A transformative shift for a little Kiwi company doing great big things around the world!
This brand got an extreme makeover
Printed material for tradeshows
Icon library
A selection of pages from brand guidelines
More components of the brand guidelines
