CLIENT
Asuragen
Challange
Asuragen, a global biotech firm, lacked a clear and cohesive brand structure, leaving their extensive portfolio—spanning diagnostics, oncology, genetics, and consulting services—jumbled and undifferentiated. Without a strategic hierarchy, their offerings felt disjointed and unclear, making it difficult for customers, investors, and stakeholders to understand how their solutions fit together and contributed to the larger vision of precision medicine. The absence of clarity weakened their market positioning, diluted their messaging, and hindered business growth.
Opportunity
We developed a comprehensive brand architecture and market positioning strategy that aligned Asuragen’s diverse offerings into a structured, easily navigable ecosystem. By establishing clear sub-brand differentiation and aligning their solutions under a unified, yet flexible brand framework, we positioned Asuragen as a leading innovator in precision medicine while enabling scalability for future growth.
Approach
Brand Architecture & Messaging – Defined a structured hierarchy to clarify product lines, streamline messaging, and strengthen differentiation.
Visual Identity System – Developed a cohesive design system that unified the parent brand while distinguishing key product categories.
Market Positioning Strategy – Created a compelling brand story that showcased Asuragen’s innovation, credibility, and impact on patient care.
The Result – A stronger, more cohesive brand identity that improved market perception, enhanced customer engagement, and set Asuragen up for future growth and acquisition.