LifeArc Branding
The brief
As a leader in the life sciences sector, LifeArc serves a wide spectrum of stakeholders and felt there was a need to revisit its brand identity to ensure it stayed relevant and appealing to its diverse audiences. A key consideration was to modernise and refresh the brand materials to enhance recognition, engagement, and communication of LifeArc’s values and expertise.
The creative idea
LifeArc is driven by ‘patient needs in underserved areas of clinical development’, such as microbial resistance, childhood cancer and rare diseases. Through dialogue, it quickly became apparent to us that this organisation stood out from the crowd. They describe themselves as ‘specialists in bridging the gap between the lab and the patient’. Our idea was simple – we would create a brand that consistently reinforced the concept of ‘bridging the gap’ starting with the logo itself.
Disciplines
Brand Identity
Brand Guidelines
Brochure Design
Interior Design
Web design
A logo that reinforces the concept
The logo is a visual metaphor for ‘bridging the gap’ between academic research and patient impact in its most simplistic form. It incorporates an ‘arc’ device as part of the brand mark representing a bridge. Using this as a starting point we created a whole suite of materials and ideas that also represented the idea of ‘bridging’ from one position or state to another.
Colour graduations were an incredibly simple tool to reinforce this idea, and we explored several palettes that would appeal to different audiences, ranging from youthful to academic, serious to playful. Imagery also played a valuable role in the ‘bridging’ concept, from gathering data-driven imagery to science research-based imagery.
We worked very closely with the design and branding team at LifeArc to explore and convey how our ideas, concepts and logo exploration could be implemented to create a more dynamic brand that conveys LifeArc’s values and ambitions more clearly.
“ To The Point’s creative vision and commitment have been instrumental in the successful rebranding of LifeArc, elevating our identity to match our ambition in medical research and innovation.”
Michael Motskin, PhD, Marketing and Branding Director at LifeArc