Merakris
A Case Study
Our Role
Tell the story… better.
Like many clients, Merakis had already been through a few rounds and iterations of content strategy to try and clearly articulate their story. We hear this all the time.. The story just isn’t all the way there. The message wasn’t clearly connecting and ultimately, the brand, the website, the graphics, and the powerpoint weren’t supporting as cohesive assets.
Our goal with Merakris was to elevate the existing brand and create value with that brand through scalability and growth. Take this brand from Rejuvenation to Regeneration.
Original Brand00
Many clients come to us with a version 1.0 of their brand. Biotech startups tend to have makeshift branding that includes a “not-so-polished” aesthetic. We get it. Seed money goes towards science and growth. The initial branding, logo and website are quickly realized and executed as the foundation of a digital presence is critical. Once funding is secured, a full evaluation of the brand can take shape.
The intent for their initial brand was to present a calming and soothing company by using a soft teal color palette and a lotus flower for healing. As time went on, more and more holistic medicine brands and spa-centric companies began using this symbol. As a biotech company, with real therapies and medicines in the pipeline, this brand was sending the wrong message.
Challenges with the original brand
The lotus icon is too literal and widely used in many "spa-centric" brands - therefore conveys holistic medicine or all-natural wellness which may dilute the client’s desire to showcase a high-science, biotech driven company.
Logo Mark Challenges
Utilizing two teal colors that are so close on the color scale looks like a mistake vs. an intentional design solution.
Stretching the tagline across the length of the logo is an outdated approach for taglines and is rarely used in modern design solutions.
Branding
The Ask
The client wanted us to create a BOLD and ENERGETIC new brand that was still CALMING. Easy right?
Our Strategy
Move away from the spa-like rejuvenation vibe and move towards a more serious regenerative medicine look and feel. Explore design concepts that bring Merakris into 2024 and beyond for brand longevity attune with biotech industry leaders for healthcare providers & investor appeal.
How Did We Do It?
Bold Content
Energetic Design
Calming Palette
Logo Exploration01B
We still sketch. More than likely, our designers are sketching during our logo discovery sessions. Quickly getting ideas down on paper is still very much a part of the creative process. Originally our goal was to move away from the lotus flower entirely and produce ideas that conveyed “wound care” by presenting a healing layer on top of a damaged layer. However, with years of brand awareness already out there, it was decided that we stick with the basic concept of the lotus. Altering the flower, finding new ways to present the flower (abstract, geometric, etc.) combined with new colors created the impactful change we were looking for.
Typography01C
We can learn a lot by looking at the branding outcomes of industry and non-industry leaders.
Orrbitt has compiled proprietary and confidential data with unbiased insights for branding and logo development. These insights help inform our designs and the decision making process which allow us to provide our clients with data-driven solutions.
Without going into too fine of detail, there is overwhelming data that suggests we use a specific style and thickness of font. The data also tells us we should focus on one or two “case” styles over all other styles.
Font Exploration
Selected Logo01C
Logos should have 3 main components: A strong font that encourages quick legibility, a custom icon that reinforces the unique quality of your science, and a fresh color palette that unifies your brand.
Alfabet
About
Font Foundry
Year Released
TT Commons™ Pro
Font Foundry
Year Released
About
Color Palette01D
Reimagine the “science company” palette.
There’s nothing more calming than a good east coast sunrise. A sunrise embodies energy, excitement, hopefulness, and at the same time soothing and tranquil. It was the perfect inspiration for our new palette.
“We created a bold palette, unique to biotech, and then we simply softened it.”
– John M. Stewart, Creative Director
Logo Applications01E
It’s difficult sometimes, for clients, to see how a new logo or color palette will shape their brand and their corporate culture. Providing clients with mockups works to show the client real-world applications of the branding. These help to give the non-visionaries a visual for the future of the brand. Often, these mockups are what help clients select a final logo.
Website02
The Challenge
The challenge we face when tasked with updating an existing site is that our designs won’t go far enough in a new direction. This results in a “facelift” and doesn’t fully capture the depth of the new brand and vision. Pushing the client to go bigger, go bolder, and do it differently is something we handle with care.
The Solution
Design an award-winning website that conveys Merakris’ scientific prowess. Capture the curiosity of the consumer by integrating innovative and dynamic visuals. Help users navigate through information and allow them to digest information at their own pace. Create a calming browsing experience through the use of soft tones and palette color.
Wireframes02B
Wireframes provide a visual blueprint, outlining the structure and layout of a website. It helps to conceptualize the design’s functionality, ensuring a clear understanding of user interaction and navigation paths. Wireframing also allows for early feedback and iteration, saving time and resources.
Screenshots02C
Sci Grfx03
Much like existing brands and websites, many companies come to us with rough drafts and preliminary versions of an MOA or scientific graphic they are currently using. Many times these graphics aren’t one hundred percent accurate. They are repurposing some images pulled from other resources and have made an attempt to edit. We work alongside the science team to create a customized, award-winning, proprietary set of graphics for our clients.
The Challenge
Recreate the image using custom, proprietary design ideas mixed with more accurate scientific elements and infuse the new color palette.
Content
The Challenge
Merakris Therapeutics, a pioneer in regenerative medicine, despite their groundbreaking work, faced a communication challenge. The technical-heavy website content and unclear brand messaging made it difficult for potential customers, partners and investors to understand the value proposition and engage with the brand.
The Solution
Our team undertook the task of conducting an extensive website content strategy and brand refresh. We focused on:
Clarity
We replaced complex technical terms with clear, concise language easily understood by a broader audience. We dedicated the “Our Science” section for deeper dives into technical details.
Visual Storytelling
Engaging infographics, and images were incorporated to explain complex concepts and showcase Merakris’ technology in an accessible and visually appealing way.
Targeted CTAs
Clear and actionable call-to-action buttons were added throughout the website, to guide visitors towards desired actions like contacting Merakris or exploring partnership solutions.
SEO Optimization
The website copy was optimized with relevant keywords to improve search engine visibility and organic traffic.
Thought leadership
We developed educational content about regenerative medicine and highlighted Merakris’ scientific advancements, to establish them as a leader in the field and attract potential investors.
