ProcessPres_v2
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DESIGN CHALLENGE<br />
Rebranding Microbiome Insights
RESEARCH QUESTION<br />
What makes microbiome analysis distinctive and critical<br />
to life science practices, that will also be attractive to<br />
up and coming individuals that would want to join the<br />
Microbiome Insights team?
DESIGN PROCESS<br />
IDEATION<br />
Design Problem<br />
Research Question<br />
Toolkit<br />
Secondary Research<br />
CO-CREATION<br />
Workshop<br />
Short-term Analysis<br />
Organizing Data<br />
Transposing Data<br />
Long-term Analysis<br />
DESIGN<br />
Design Proposal<br />
Design Process<br />
Design Solution
BRAND ANALYSIS<br />
Co-Creation
TOOLKIT IDEATION<br />
Activity ideas<br />
Colour: Participants match colours to qualities.<br />
Magazine: Use magazines to cut out/identify what participants<br />
visually are attracted to.<br />
Logo: Look at logos to figure out what they think is successful<br />
and attractive.
TOOLKIT IDEATION<br />
Activity ideas<br />
Website: Break down website elements that they think are vital<br />
for their own site.<br />
Logo Discusssion: Look at logos and discuss possible symbolism<br />
found, what symbolism would work for MI’s logo.<br />
Discussion: Ask participants about how they entered into<br />
microbiome field, what their goals/aspirations were after<br />
completing education.
TOOLKIT TESTING<br />
Class Test/Corrections<br />
Colour Pairing: We provided too many colours with many that<br />
were similar, overwhelming participants. For the final toolkit<br />
we needed to reduce and simplify the colour swatches. We<br />
also decided to not provide any of the qualities, instead have<br />
participants come prepared (priming) with 10 qualities that best<br />
represented a life science service company.
TOOLKIT TESTING<br />
Class Test/Corrections<br />
Magazine Search: Participants had too much to go through when<br />
we asked them to cut out elements from a magazine of their chose.<br />
For the final toolkit we needed to provide a limited amount of<br />
preselected covers and spreads. We also needed to be very specific,<br />
asking them to circle their answers always in the context of a life<br />
science service company.
TOOLKIT TESTING<br />
Class Test/Corrections<br />
Logo Elements: In our test workshop we showed participants<br />
too many logos at once, and included medical/science logos that<br />
confused their answers. Moving forward we needed to remove all<br />
medical logos (instead use well known logos) and group them into<br />
4 per page asking specific questions. For example, which of these<br />
four logos would work best for a life science service company, in<br />
terms of colour.
TOOLKIT TESTING<br />
Class Test/Corrections<br />
Website Builder: For our test run, we printed out pictures of our<br />
websites, which didn’t give participants a grasp of the interactivity<br />
of the website. For the final workshop we should provide laptops so<br />
participants could use the website normally, and ask them specific<br />
questions about what they feel is most important for MI.
CO-CREATION WORKSHOP<br />
Co-creation is to convene a group of people you’re designing for<br />
and bringing them into the design process.<br />
Our objective is to discover how microbiome industry experts<br />
and researchers would create their own brand and identity if<br />
they were designers.<br />
The value of co-creation is that we are empowering them<br />
to be a part of this brand redesign, so that the results are<br />
multidimensional and inclusive.
CO-CREATION PREP<br />
Finding participants during the short time period was difficult,<br />
we emailed over 20 potential participants who had attended<br />
a microbiome conference in 2014. In the end we were able to<br />
have Tom Masterson and Malcolm Kendall from MI, as well as a<br />
PhD student from SFU, and a clinical consultant from BD.<br />
To prepare, we printed all the necessary materials for each<br />
activity (colour swatches, logo groups, and magazine covers/<br />
spreads). We also prepared our laptops with the websites for<br />
activity 4.
CO-CREATION TOOLKIT<br />
1. Colour Matching<br />
Participants were asked for 5 qualities expected of a Life<br />
Science company. They were then asked to pair a colour that<br />
was most suitable to each quality.
CO-CREATION TOOLKIT<br />
2. Magazine Search<br />
Participants were provided with pre-selected magazine covers,<br />
and open spreads. We asked them to identify elements<br />
(typography, colour, imagery, layout, etc.) would be most<br />
suitable for a Life Science company.
CO-CREATION TOOLKIT<br />
3. Logo Comparison<br />
A this or that decision based activity. Participants were asked to<br />
choose a logo over another, based upon a specific context. For<br />
example, “choose the logo that is most appropriate for a<br />
Life Science company, based upon colour.”
CO-CREATION TOOLKIT<br />
4. Website Builder<br />
Participants were shown current websites of medical<br />
companies, considering hierarchy, theme, navigation, etc. This<br />
activity allowed for an open discussion, and participants were<br />
asked to order elements (such as tagline, mission, description,<br />
etc.) that should appear on the website home page.
INITIAL THOUGHTS<br />
Initial setup was stressful, and rushed but everything went good.<br />
We were very impressed by the enthusiasm and insight<br />
from participants.<br />
There was equal distribution among members taking charge.
INITIAL THOUGHTS<br />
Expected results:<br />
Blue is an ideal colour for science and medical companies.<br />
Simple website is important, home page should immediately<br />
explain the service.<br />
Unexpected results:<br />
Red and orange have negative connotations to those in the<br />
medical and life science research industry.
TOOLKIT RESULTS: COLOUR
TOOLKIT RESULTS: COLOUR<br />
What two colours would best represent MI?
TOOLKIT RESULTS: COLOUR
TOOLKIT RESULTS: COLOUR
TOOLKIT RESULTS: COLOUR<br />
QUESTIONS<br />
RESULTS<br />
Which colors do you think is most<br />
appropriate for a medical research<br />
company?<br />
LOGO 1 LOGO 2 LOGO 3 LOGO 4<br />
Which colors do you think is most<br />
appropriate for a medical research<br />
company? CONTD<br />
For a medical research company<br />
would you use a “flat” or “3D” logo<br />
Between an “abstract” or “Literal”<br />
logo which one do you think is<br />
more appropriate for a Medical<br />
Research Company?<br />
Choosing from a monogram, word<br />
mark, Icon, or a combination of<br />
logo and word mark which is most<br />
appropriate for a medical research<br />
company?<br />
Choosing from a monogram, word<br />
mark, Icon, or a combination of<br />
logo and word mark which is most<br />
appropriate for a medical research
Question directed towards non- microbiome insights participants<br />
What is your first impression of the logo?<br />
• Doesn’t represent the company well.<br />
• there’s a lot going on, between the color and shapes.<br />
• using a combination of abstract and literal elements, could be more focused.<br />
• The fonts are fine.<br />
Between an “abstract” or “Literal”<br />
logo which one do you think is<br />
more appropriate for a Medical<br />
Research Company?<br />
TOOLKIT RESULTS: COLOUR<br />
Choosing from a monogram, word<br />
mark, Icon, or a combination of<br />
logo and word mark which is most<br />
appropriate for a medical research<br />
company?<br />
Choosing from a monogram, word<br />
mark, Icon, or a combination of<br />
logo and word mark which is most<br />
appropriate for a medical research<br />
company? CONTD<br />
Which font of the selected logos<br />
is more suitable for a medical<br />
research company.<br />
Which font of the selected logos<br />
is more suitable for a medical<br />
research company. CONTD<br />
From the selected logos which<br />
shape do you think most suitable<br />
represents a medical research<br />
company?<br />
Considering the simplicity or<br />
complexity of the presented logos<br />
which do you think is most suitable<br />
for a medical research company?
TOOLKIT RESULTS: DATA GATHERING<br />
COLOUR<br />
Transforming data into information<br />
Can you tell what the<br />
company's purpose is<br />
without scrolling?<br />
Is the appearance of<br />
the website matching<br />
the logo?<br />
Does the website<br />
carry a theme in terms<br />
of color and style?<br />
Is the website navigation<br />
intuitive or easy<br />
to use?<br />
Tom<br />
Malcolm<br />
Heather<br />
Thia
KEY FINDINGS<br />
Colour Matching<br />
Blue was important to all, when asked for two colours to represent MI.<br />
Magazine Search<br />
Colour contrast stood out, and negative space is appealing.<br />
Logo Elements<br />
Participants preferred sans serif and combination mark logos.<br />
Website Builder<br />
Service needs to be apparent, and should be clean and simple.
BRAND ANALYSIS<br />
SWOT
BRAND AUDIT<br />
Promise<br />
Your trusted partner for comprehensive microbiome analysis.<br />
Values<br />
By scientists, for scientists; Work with pride; Work collaboratively.<br />
Personality<br />
Professional, Experienced, and Trustworthy.
BRAND AUDIT<br />
Strengths<br />
Experienced team with strong ethical values.<br />
Weaknesses<br />
Visual identity needs to be more consistent and current.<br />
Threats<br />
Competitors with established visual identity and strong clientele.<br />
Opportunities<br />
To establish MI as a thought leader, focused on enabling<br />
researchers by adding microbiome analysis to their work.
“Emphasis on being trusted experts<br />
with decades of experience, extra<br />
personal service, long-term and a wide<br />
range of experience”
COMPETITOR ANALYSIS<br />
Strengths and Weaknesses
“we address unique customer needs, like<br />
designing custom sampling techniques.”<br />
Direction<br />
Research driven.<br />
Clientele<br />
Researchers and Companies.<br />
Strengths<br />
Well established, and built on Human Microbiome Project.<br />
Weaknesses<br />
Weak visual identity, complicated graphic in G, and basic website.
Direction<br />
Contemporary, and research driven.<br />
Clientele<br />
Life Science researchers.<br />
Strengths<br />
Well established, and has impactful colours.<br />
Weaknesses<br />
Dark background is distracting and unconventional.<br />
“Pioneering microbiome science to<br />
identify drugs in a whole new way.”
Direction<br />
Research driven.<br />
“devloping innovative computational and<br />
statistical approaches to microbiome sequence<br />
analysis.”<br />
Clientele<br />
Researchers and Companies.<br />
Strengths<br />
Well established and B2B.<br />
Weaknesses<br />
Flat visual identity, and very minimal.
Direction<br />
Commercially driven.<br />
Clientele<br />
Open to all participation (public.)<br />
Strengths<br />
Well established, and accessible.<br />
“Compare yourself with others who have a<br />
microbiome like yours.”<br />
Weaknesses<br />
Poor visual identity and public ethical concerns.
Direction<br />
Commercially driven.<br />
Clientele<br />
Open to all participation (public.)<br />
“Ever wonder what microbes on your husband<br />
sometimes make him smell funny?”<br />
Strengths<br />
Well established, and accessible. Has many collaborators involved.<br />
Weaknesses<br />
Reports of inconsistent results. Ethical concerns of privacy raised.
Direction<br />
Contemporary, and commercially driven.<br />
Clientele<br />
Open to all participation (public.)<br />
Strengths<br />
Well established, designed, advertised, and accessible.<br />
Weaknesses<br />
Heavily critiqued for lack of ethics.<br />
“To help people access, understand, and benefit<br />
from the human genome.”
COMPETITOR ANALYSIS<br />
Creative Takeaways<br />
Hierarchy is vital, and website should match the logo.<br />
uBiome’s logo is<br />
complicated, their website<br />
colours don’t match. And<br />
doesn’t explain service<br />
immediately.
COMPETITOR ANALYSIS<br />
Creative Takeaways<br />
Website should have a consistent theme (colours/image style.)<br />
23andMe’s website is very<br />
clean and simple, without<br />
being boring or plain. Has<br />
good use of images and<br />
icon style matches.
COMPETITOR ANALYSIS<br />
Creative Takeaways<br />
Colours should be impactful.<br />
Second Genome has<br />
bright colours, that are<br />
traditional. They are<br />
impactful, although<br />
their website uses a lot<br />
of dark imagery, which is<br />
unconventional.
CUSTOMER ANALYSIS<br />
Primary<br />
Industry experts and researchers<br />
Secondary<br />
Future employees, recent graduates (Masters and PhD)<br />
Tertiary<br />
Future consumer based companies
PERSONA PROFILE<br />
Life Science Researcher<br />
Primary task is to conduct experiments or to<br />
broaden understanding for a specific intent.<br />
Gives presentations on their research, reads scientific<br />
journals, and attends academic conferences.<br />
Has high levels of education (MSc or a PhD).<br />
Intelligent, Analytical, Methodical, and Dedicated.
BRAND STRATEGY<br />
Based on brand analysis
Mission<br />
Through innovative technology we provide new alternatives.<br />
Vision<br />
To facilitate the advancement of your research for the<br />
improvement of human health.
Promise<br />
Offering our service at $100 per sample, with a month turn<br />
around time.<br />
Tagline<br />
Further your research.
Trueline<br />
Empowering researchers to discover new alternatives in human<br />
health.<br />
Personality<br />
Professional, experienced, thought leader, and reliable.
Qualities<br />
Honest, passionate, experienced, professional, and a leader.<br />
Values<br />
B2B (business to business), quality service, and teamwork is<br />
essential to progress and success.<br />
Opportunities<br />
To establish MI as a thought leader, focused on enabling<br />
researchers by adding microbiome analysis to their work.
VALUE PROPOSITION<br />
Functional Benefits<br />
Time efficiency, ease of use/orderng.<br />
Emotional Benefits<br />
Accuracy, peace of mind, reliability.<br />
Features<br />
Group of experts, cutting edge technology, turnover time,<br />
comprehensive results/analysis.
MARKET PROPOSITION<br />
Customers<br />
B2B/ B2A: companies and academic/industrial researchers.<br />
Need<br />
An established identity, and ease of recognition.<br />
Frame of Reference<br />
23&Me, Ubiome, Second Genome, American Gut.<br />
Point of Difference<br />
Speed, expertise, and currency advantage.
PROPOSED BRAND STRATEGY<br />
Required Deliverables<br />
Logo, Brand Guidelines Book, Verbal system, and Visual system.
PROPOSED BRAND STRATEGY<br />
Print Materials<br />
Conference materials (posters), Advertisements (at universities for<br />
professors/PhD students), Brochure, Results card (iTag analysis), and<br />
Stationary (business card, letterhead, and envelope).<br />
Digital Materials<br />
Website, Presentation Slides Template, Results card (iTag analysis) pdf,<br />
and Email templates.
BRAND SYSTEMS<br />
Visual, digital, and print materials
LOGO DEVELOPMENT<br />
MICROBIOME<br />
INSIGHTS<br />
FURTHER YOUR RESEARCH<br />
Micr biome<br />
INSIGHTS<br />
MICROBIOME<br />
INSIGHTS<br />
MICR BIOME<br />
Insights<br />
MICROBIOME<br />
INSIGHTS<br />
FURTHER YOUR RESEARCH<br />
Microbiome<br />
Insights
microbiome<br />
LOGO DEVELOPMENT<br />
microbiome<br />
microbiome<br />
microbiome<br />
microbiome
LOGO DEVELOPMENT<br />
microbiome<br />
nsights<br />
microbiome<br />
microbiome<br />
microbiome<br />
microbiome<br />
microbiome
LOGO DEVELOPMENT<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS
LOGO DEVELOPMENT<br />
obiome<br />
IGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIG HTS<br />
Microbiome<br />
INSIGHTS<br />
obiome<br />
IGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIG HTS<br />
MIC<br />
IN
LOGO DEVELOPMENT<br />
MI<br />
MICROBIOME<br />
INSIGHTS<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIG HTS<br />
MI<br />
Microbiome<br />
INSIGHTS<br />
Microbiome<br />
INSIG HTS<br />
MICROBIOME<br />
INSIGHTS<br />
MICROBIOME<br />
INSIGHTS<br />
MICROBIOME<br />
INSIGHTS
LOGO DEVELOPMENT
LOGO DEVELOPMENT
LOGO DEVELOPMENT<br />
1 2 3 4<br />
Feedback<br />
Colours should be more vibrant, less pastel, and no yellow/less<br />
green (fig. 4). The emphasis on Insights is good (fig. 1). Idea of<br />
the helix is good, and try exploring dna and bacteria.
FINAL LOGO
FINAL LOGO
FINAL LOGO
COLOUR AND TYPE<br />
Primary Colour Palette<br />
Typography<br />
Ubuntu: Sans-serif, clean but not cold. Intended for headings.<br />
Cronos: Humanist sans-serif, and contemporary. Intended for<br />
small copy, and can also be used for sub-headings.
LAYOUT DESIGN<br />
Subtle bacteria background<br />
Curved blocked gradient effect<br />
MICROBIOME<br />
Further your research<br />
EMPOWERING<br />
RESEARCHERS TO DISCOVER
PRINT MATERIALS
DIGITAL MATERIALS
BUSINESS MODEL<br />
Microbiome Research is still in the<br />
early stages of explosive growth<br />
RETAINED<br />
EARNINGS<br />
TESTING<br />
BUSINESS<br />
EXPERTISE<br />
AND DATA<br />
CORE BUSINESS<br />
• Testing service to analyze microbiome samples<br />
• Provides revenue<br />
• Work with leading researchers<br />
The first 8 months of 2015 had 3,743 publications<br />
COLLABORATORS<br />
& PARTNERS<br />
BUILDING<br />
DATA<br />
BUILD EXPERTISE & DATABASE<br />
• Leverage grants, move up value chain<br />
• Transition to a product company<br />
INCREASED VALUE<br />
TO SHAREHOLDERS<br />
INTERNAL R&D<br />
INTELLETUAL<br />
PROPERTY<br />
POTENTIAL TO DEVELOP/<br />
IN-LICENSE IP<br />
• Provide more value to customers<br />
• Ability to develop own IP<br />
SIGNIFICANT PARTNERING<br />
ACTIVITY<br />
PHARMA COMPANIES<br />
• J&J Subsidiary Janssen most active: deals with Second Genome,<br />
Vedanta ($241 M), Vithera, WholeBiome and Xycrobe. Launched<br />
Janssen Human Microbiome Institute Feb 2015<br />
• Merck: deals with Actogenix<br />
• Pfizer: deals with Second Genome<br />
• Sanofi: deals with WarpDriveBio<br />
• AbbVie: deal with Enterome<br />
• GSK: set up Microbiome Matrix Teami in 2014<br />
MICROBIOME INSIGHTS<br />
OPPORTUNITY<br />
• Fastest growing area of science<br />
• Critical part of human, animal, plant &<br />
environmental health<br />
• Potential several billion dollar market
Microbiome Research is still in the<br />
early stages of explosive growth<br />
The first 8 months of 2015 had 3,743 publications
BUSINESS MODEL<br />
TESTING<br />
BUSINESS<br />
CORE BUSINESS<br />
• Testing service to analyze microbiome samples<br />
RETAINED<br />
EARNINGS<br />
EXPERTISE<br />
AND DATA<br />
• Provides revenue<br />
• Work with leading researchers<br />
COLLABORATORS<br />
& PARTNERS<br />
BUILDING<br />
DATA<br />
BUILD EXPERTISE & DATABASE<br />
• Leverage grants, move up value chain<br />
• Transition to a product company<br />
INCREASED VALUE<br />
TO SHAREHOLDERS<br />
INTERNAL R&D<br />
INTELLETUAL<br />
PROPERTY<br />
POTENTIAL TO DEVELOP/<br />
IN-LICENSE IP<br />
• Provide more value to customers<br />
• Ability to develop own IP
BRAND GUIDELINE<br />
A brand guideline book<br />
establishes distinct guidelines<br />
on how all aspects of a<br />
company’s brand should be<br />
handled, ensuring a unified<br />
and identifiable presence for<br />
you brand.
DREAM TEAM<br />
Delaney . Jaylen . Jordan . Katherine
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