A new position for a genomics giant

Background

UP was tasked with the brief to create a new brand personality and look & feel for the LGC Genomics brand that would sit within the wider LGC family. The Genomics division had grown rapidly under an aggressive run of acquisitions and so required a new personality that would provide both a cohesive and stand out visual language in an otherwise noisy and commoditized market.  The positioning was to launch the tag line “Integrated tools, accelerated science.” Alterations to the LGC logo were not permitted.

The brief

The LGC team were not looking for a complete rebrand. The Genomics division lived within an established and recognizable brand – LGC. It was therefore our role to work within the pre-defined values of the wider organization, creating a complementary story that would work to bring a huge portfolio of acquired brands together under one divisional promise.

The rapid expansion of the Genomics division had seen a number of new products, instruments and applications come into the portfolio. Some of these brand carried good equity and were famous amongst their users, others were new and unknown. The answer had to be flexible enough to accommodate this complex environment.

The solution

UP applied the 5-step BASE-UP process to immerse UP teams across the world in the LGC Genomics products, audiences and competitive set. Following a global immersion session held with European and US teams in London, UP commenced an extensive audit phase to understand exactly what both internal and external stakeholders  expected from the LGC Genomics brand.

Working within the global corporate guidelines, the UP creative team crafted a new visual look and feel for the genomics division to create stand out in the sector and bring the newly defined personality traits to life.

The expansive secondary color palette of the corporate brand was put to use to add energy and humanity to the visual language while creating unity. Rules were crafted around graphic elements and use of photography, to make the brand own-able.

The LGC Genomics portfolio had grown rapidly through multiple acquisitions. UP worked collaboratively with product managers around the world to categorize products and define how they should behave in the new divisional framework.