The work is an example of creative thinking applied in a sector (biotech) where design has been historically overlooked. It also showcases how illustration can be used to bring complex scientific concepts to life, and make them tangible for a wider audience. Within this work, illustration is used to translate cold, stale scientific imagery of DNA in to a branded and beautiful illustration system.

Replay wanted to make an impact in the biotech sector, which is typically a cold, hyper-scientific and generally unbranded space dominated by a few large players. This is particularly important when attracting both Venture funding and prospective talent.

It was also necessary to underscore the real-world human impact of their work and bring a familiar sense of humanity to abstract concepts. This is particularly important given that, in the public consciousness, genome therapy is poorly understood and often feared.

Objectives: Replay had been operating in start-up mode, without any visible branded elements. We were asked to define Replay’s brand strategy (vision, mission, value proposition), then develop a full visual brand identity. This included a suite of illustrations (both technical and team portraits), motion assets and a full website build.

Budget: Brand Strategy & Visual Identity — £114,000

Website Design & Build — £95,000

The illustration system was created with a mix of digital and physical mediums. Our hero moments where humanity and approachability were paramount, were created manually with traditional drawing techniques, and our illustrations of DNA were created digitally, for greater system flexibility and functionality. These Illustrations were created on procreate, using a suite of pens that emulated the texture of graphite on paper.