BioTrove

Most people have a romanticized image of Science: the solitary genius, stumbling onto brilliant discoveries in his lonely lab. But the truth is the exact opposite. The success of a scientific enterprise is almost entirely dependent on collaboration. It’s interaction, not individual brilliance, that is the true soul of any technology brand.

BioTrove, a company that specializes in nano-tech platforms for life science researchers, was not so much a single organization as an uneasy alliance of two fiercely independent divisions. They had two technology platforms, so naturally they had to have two marketing groups, two logos, and two color schemes. Even their website was divided in two.

BioTrove’s new CEO asked us to break down the walls, and help create a culture of collaboration. The end result was an icon (dubbed, with a Tolkienesque flourish, The Ring of Collaboration) that symbolically forged the divisions into a single brand, and a visual identity system that visually expressed their new commitment to each other.

Just as BioTrove’s new brand icon brought the strands of the company into a single unit, a new newly designed website, www.biotrove.com, highlighted the company’s new, unified brand architecture. Featuring actual employees and interactive white boards, www.biotrove.com creates the experience of collaboration; researchers can partner with BioTrove staff to design custom technology platforms.