MatTek Life Sciences
I started working at MatTek Life Sciences as a summer intern in May 2019. In the fall of 2019 I was promoted to Creative Content Manager, rebranded (twice), created materials for our holiday parties, and completed countless supplemental projects. I have to admit that rebranding MatTek was, and is, one of the most rewarding projects I have had the pleasure of working on.
APPROACH
The world leader in reliable in vitro human tissue model innovation & testing
I kicked off the project by having our CEO and director of marketing answer some basic questions about MatTek and the direction they would like to see the company move forward in. It was an efficient way to help me get to know the brand and target audience. The answers serve as a creative brief that will dictate the direction on which I based my research and the style I will push the company.
My Brand Sprint consists of Four Stages followed by an open section for notes.
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By establishing a target and purpose for your brand.
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With your brand’s purpose now defined, establishing your audience and the people you serve is the next step.
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Your audience has chosen you, whether they know it or not because their values align with yours.
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One-word; Emotions, Customers, Future, Initial Thoughts about Business
During the brand sprint, it became evident to me that the company's current position in the industry did not align with its desired competitive standing. The director of marketing emphasized in their brand sprint feedback that the company should be perceived as a player in the Life Sciences market, rather than a broad Corporation, as they were already actively competing in that specific field. This particular response sparked a moment of realization for me, where I comprehended the full potential for the company to truly excel. It was at this juncture that I realized I could transform their aspirations into reality, based solely on their insightful reflections about the company they contemplate daily.
Revamp brandmark, refresh image to match industry standards.
CHALLENGE
I compiled a comprehensive list of relevant keywords and key concepts to incorporate into the logo and brand package. Keeping this in mind, I conducted thorough research on competitors and influential entities in the field of life sciences. After gaining a deeper understanding of the life sciences industry, I crafted a presentation that encompassed all the crucial points previously mentioned. To give life to this vision, I supplemented the ideas with a mood board. During the presentation, I received feedback emphasizing the importance of the brand and logo representing MatTek as a whole, including all its business units. MatTek, a business that has flourished for over 20 years, stands out in this industry, renowned for its personalized approach and trusted reputation. Brand presentations play a vital role in ensuring that I accurately comprehend their expectations. They expressed their desire for a rebrand or refresh, and I proposed updating the brandmark while maintaining a similar logotype to their current lockup. This agreement allowed us to confidently proceed to the ideation stage, presenting me with the exciting challenge of modernizing a life sciences company that focuses on advanced scientific methods and non-animal testing.
Revamp brandmark, refresh image to match industry standards.
DEVELOPMENT
My initial ideas for MatTek displayed unique and visually interesting initial logos that placed MatTek into this new Life Sciences Industry. After revisiting my notes and I began sketching logos with 5 shapes within the entire brandmark, MatTek’s 5 business units, that grow or morph as human life and cells do. I would walk around the historic mill building (known for creating clocks), with my 4 x 6inch Pantone sketchbook, jotting down all sorts of marks. Anything that came to mind. I watched automated robots pipetting liquid into plastic dishes and scientists skillfully navigate their benches moving from dish to plate. I kept coming back to the idea of growing human cells, expanding life, in these little glass dishes. I narrowed it down to three brandmarks.
The first concept encompasses all five business units. The bounding shape is reminiscent of a diamond, an element found within their previous brand, facing/growing to the top left. This represents growth and upward mobility. Lastly, the rounded edges hold true to our previous brandmark, infinity, and friendly.
The second concept proposes a new edgy life sciences company, here to disrupt the industry. The dynamic shape presents a vibrant, modern feeling. The shape has two lines overhanging on the top and bottom to enhance the subtle message of a stepping ladder. And once again the diamond on the bottom is a memorable factor from their previous brandmark.
The third and final concept was a highly suggested direction to explore. This is the ‘M’ concept. Again the five points depict the five internal business units. The shape of the five diamonds would be an arrow if not for the middle diamond, this diamond keeps us rooted, to grow upward. All converging points are met in the middle of their shape and the existing shape, to represent the balance of the company. Triangles specifically are used to enhance stability and energy and honor our old rhombus shapes. And, it’s an M.
We ultimately decided on the brandmark with 5 rounded dots (rounded and diamond shape to commemorate the previous logo) embracing MatTek’s upward mobility and growth within their industry.
