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Client

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Introduction

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What I did

We consulted with the client throughout the process, making changes and suggestions based on their feedback. And sure enough, after rolling out our redesign, conversions skyrocketed and our client was more than satisfied with the results.

assessment & Development

After checking his company website, I realized that so much could be improved in terms of brand strategy and aesthetic intelligence in order to reach a whole new army of enthusiasts, being them DIY home-lab researchers or disruptive pharma investors.

The main tasks I've individuated are:
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- redefine the aesthetic experience to amplify the chances of appeal, shareability and reach of new DIY biohackers enthusiasts - they are typically highly driven by science, arts, alternative lifestyles and esotherism; forward-thinkers, eager to express themeselves and at the same time break the big-pharma and mainstream science establishment.
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- keep a high-level profile in order to stay relevant to venture capitals and investors looking for emerging disruptive startups in the pharma and biotech industry.

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Typeface research.

Logo exploration.

Palette testing.

6000x speed timelapse of the sketching process. First part of this is the gridding of a candidate logo that has been later ditched in favor of the more modern, crisp final choice. Soundtrack also by me (a.k.a. TRSPSSR)

B/A Comparison

Wordmark

The wordmark has been totally reinvented to keep it modern and unique and at the same time clear and legible, even in the extremely scaled applications of tiny printed labels and social media avatars. Stands out among the competition without loosing professional profile.

EMBLEM CONCEPT

The Viking symbolism present in the previous logo got ditched in favor of a more unique take compared to other homonymous brands solutions, also in order to appeal to a similarly esotheric but broader forward-thinking psychographics.
Despite this, the meaning has been left intact and condensed into the mark, keeping in mind The ODIN’s mission of making the genetic biohacking knowledge and practices accessible to the most.

Dark cobalt blue and grey shades are the colors that many Norse sources attribute to Odin’s appearance. A pale, highly contrasting green is on the other hand the mesmerizing glow that can be obtained thanks to the Bioluminescent Bacteria Grow Kit.
The combination of such elements creates a contemporary, hi-tech, highly unusual palette that stands out among the common corporate solutions.