BlueRock Brand Positioning and Web Design
Position BlueRock Therapeutics as the pioneer in clinical-stage biotechnology, utilizing its unique cell+gene platform to develop cell therapies.
These therapies aim to enhance the lives of patients with severe diseases.
The challenge was to develop a fresh brand idea, language, and visual identity for BlueRock's website that genuinely reflects its core values.
Our aim was to do it in a way that captivated audiences with engaging content that distinctly sets BlueRock apart in the industry, establishing it as the cell therapy leader.
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At BlueRock, their mission is to revolutionize the treatment of degenerative diseases, transforming the hypothetical"What if?" into the actionable "Here's how."
The website targets key audiences:·
- PhD Scientists: Potential collaborators or employees should perceive BlueRock as a hub of groundbreaking science conducted by brilliant minds who are passionate about their work. We aim to be at the forefront of new discoveries.
- Physicians: Surgeons and primary care doctors should feel confident in the procedures, believing the benefits outweigh the risks.
- Patient Organizations: It's crucial to convey our scientific endeavors clearly, explaining our mission and its significance to these groups.
The brand redesign was informed by audience insights.
These insights shaped a content strategy emphasizing a modern, mobile-first user experience.
The approach included concise content, striking visuals, and a conversational tone that balances engaging storytelling with factual information, avoiding information overload.
Introducing the brand idea: "THE ART & SCIENCE OF CELLULAR THERAPY."
The brand's tone is characterized as Innovative, Creative, Passionate, and Collaborative.
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At BlueRock, their inquisitive scientists approach their work as an artist would a blank canvas, transforming ambitious visions into tangible realities. The website features a striking visual of a petri dish, symbolizing BlueRock's ability to mold and transform a single cell into a therapeutic powerhouse, rejuvenating the human condition. This imagery invites the audience to delve deeper into the potential BlueRock offers.
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Throughout the website, authentic scientific images intertwine with hand-drawn illustrations. This blend emphasizes that science, as practiced at BlueRock, is a journey of inquiry, experimentation, and adaptation, often captured in notes and sketches that lead to innovative ideas and unexpected discoveries.Through a combination of words and visuals, the audience is invited to embark on the BlueRock journey.
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