Building a Unified Brand Identity for a Cell Engineering Innovator
- Product Sub-Brand Design
- Logo & Identity Design
- Graphic Language Development
- Brand Guidelines
- Social Media Assets
- Brand Strategy
- Print Collateral
Industry
Cell Engineering Technology
Platform
Brand Evolution
Region
United States
About the Client
Cell Engineering Technology Company
Avectas is accelerating the future of cell therapy through an easy-to-integrate, flexible delivery system that manufactures healthier, more functional cells for patients. Its Solupore® cell engineering technology excels at complex editing and challenging cargo delivery, and integrates into existing GMP processes to speed the translation of life-saving therapies to patients.
As a non-viral cell engineering pioneer working with partners across the cell and gene therapy sector, Avectas needed a brand that matched the ambition and precision of its science.
Clients Challenges
The Challenge
Avectas operates in a highly technical, fast-moving sector where credibility with scientific and commercial partners is everything. The brief brought together several intersecting challenges:
- Two brands, one story: The Avectas company brand and its Solupore® technology needed distinct identities that still clearly belonged together.
- Communicating complex science: The visual identity had to express a sophisticated cell engineering process in a way that felt intuitive and memorable.
- Standing out in a technical market: Life sciences branding often defaults to clinical, generic visuals. Avectas needed a look that felt modern, confident and distinctly its own.
- Consistency across channels: The brand had to work across the website, social media, print and partner communications, often produced by different people.
- Protecting the brand at scale: Without clear rules, logos, colours and fonts are easily misused as a business grows.
The challenge, ultimately, was creating a brand system that reflected world-class science while being simple enough for anyone to apply consistently.
Let’s get started! Contact us today to discover how we can help.
Project Goals
What We Set Out to Deliver
Avectas needed a complete brand system that could carry its science to market with clarity and confidence. The brief brought together several intersecting goals:
- Create a distinctive Avectas logo, logomark and strapline that project the business as the go-to for non-viral cell engineering
- Design a Solupore® technology logo that stands on its own while staying clearly connected to Avectas
- Define a primary and secondary colour palette and a typography system with clear usage rules
- Develop a graphic language that visually expresses how the Solupore® technology works
- Produce ready-to-use social media assets for LinkedIn and Twitter
- Apply the identity to the website and business cards as design guidance
- Deliver a comprehensive style guide so the brand stays consistent wherever it appears
Our Approach
Discovery & Brand Foundations
- Worked with the Avectas team to define a clear brand narrative around what the business does and why it matters
- Developed the "excelling beyond" strapline, designed to work both locked up with the logo and as a stand-alone headline
- Defined the relationship between the Avectas company brand and the Solupore® technology brand
Identity Design
- Designed the Avectas logomark, logotype and strapline on a construction grid based on the green circle in the logomark
- Designed the Solupore® logo with a construction grid based on the letter "o", plus an "Engineered by Avectas" affiliation line
- Set clear space and minimum sizes for print and digital, plus approved colour and background alternatives for both logos
- Defined a primary palette of Avectas Purple and Avectas Green, with Avectas Warm Gray as a supporting colour for legible body copy
- Selected Genos as the primary typeface for its modern, futuristic feel, with Helvetica Neue as a fallback for templates and external systemsFixed tension points between the "M" stems and drill bit corners by dropping the bit below "ground level"
- Lowered the "M" bridge bar to accentuate a feeling of downward pressure on the drill bit
- Rounded hard angles across every character, introduced a circular tittle and rebuilt the counters for consistency
- Evolved the ground line graphic so it carries the same rounded, approachable design language as the new logotype
- Introduced Pantone 7405 as the new primary gold so the logo stands out on white, alongside a two-tone logo expression for use on blue
Graphic Language & Applications
- Created the permeabilised sphere graphic language, with construction rules for overlaps, colour pairings and image immersion
- Designed LinkedIn and Twitter profile images, a Twitter header and a LinkedIn cover image, all built to platform specifications
- Applied the identity to the website home and technology pages and to business cards
- Documented everything in a 32-page style guide, including logo misuse examples to protect the brand
A Brand That Moves Like a Cell
The standout idea behind the Avectas identity is a graphic language drawn directly from the science. Solupore® works by temporarily permeabilising cells so cargo can be delivered inside, and we wanted the brand to visually echo that movement. The result is a system of spherical forms taken from the Avectas logomark, rendered both as solid shapes and as “cut” keylines that suggest a cell membrane briefly opening.
These forms are composed with soft overlaps and transient touches, set to a transparent multiply so they create depth where they meet. Varied in magnification, orientation and opacity, and coloured in Avectas Purple, Green and their tints, they can be scaled from a subtle background texture to a bold hero graphic. The spheres can also house photography, creating an “image immersion” effect that ties human stories and microscopic science together in a single frame.
The same language creates a visual symbiosis between the Avectas company brand and the Solupore® technology brand. Supported by the “excelling beyond” strapline and the “Engineered by Avectas” affiliation line on the Solupore® logo, every touchpoint tells one clear story: world-class science, made approachable.
Key Deliverables
Avectas Logo & Strapline
A logomark, logotype and “excelling beyond” strapline built on a precise construction grid, with horizontal, no-strapline and logomark-only versions for different sizes and applications.
Solupore® Technology Logo
A dedicated technology logo with an “Engineered by Avectas” affiliation line, giving the product its own presence while keeping it clearly tied to the parent brand.
Colour & Typography System
Avectas Purple (HEX 5A6493) and Avectas Green (HEX 68B29E) as primary colours with 80%, 40% and 10% tints, Avectas Warm Gray as a supporting colour, and the Genos type family with Helvetica Neue fallbacks.
Cell-Inspired Graphic Language
Solid and permeabilised spherical forms with clear construction rules for overlaps, colour pairings and image immersion.
Social, Web & Print Applications
LinkedIn and Twitter profile, header and cover images, website home and technology page designs, and business cards.
Brand Style Guide
A 32-page guide covering logo usage, clear space, minimum sizes, colour alternatives, misuse, typography, graphic language and applications.
Why a Connected Brand System
For a science-led business, the technology is often what partners remember first. Building the Avectas and Solupore® identities as one connected system means every mention of the technology reinforces the company behind it, and vice versa. With a shared graphic language and a detailed style guide, Avectas can introduce new products, campaigns and partnerships without starting from scratch, while keeping a brand that feels unmistakably its own.
