SUCCESS STORY
Putting the Identity Behind Philly’s Newest Life-Science Campus
WELCOME TO THE DISCOVERY LABS
Client: MLP Ventures
Project Timeline: 2019 - Present
Services Provided: Brand Experience Design
The Challenge
The Moving Company was provided the name of the new organization and fully embraced the spirit the identity would convey if properly presented graphically and in narrative form. That’s where we began our exciting – to say the least – participation.
The Discovery Labs is a global laboratory real estate platform company and the intersection for the life science, healthcare, technology, cGMP manufacturing, and human capital industries with a mission to unite the greatest scientists, PhDs, and organizations from these industries to rapidly advance the discovery and commercialization of life-saving medicines and therapies.
Clearly, the brand we would create needed to express the vitality and forward-looking potential, as well as the critical importance, of the offering. We knew this was a most important assignment that was a welcome opportunity afforded us by a long-time, trusted and deeply valued friend and business partner, Brian O’Neill.
The Process
Embarking on an extensive exploration process, the Moving Company team’s research was exhaustive. Reviewing the imagery associated with cells and genes while considering the impact of color and the nuances of illustration led to several potential graphic treatments that would reflect the organization’s high level of professionalism.
Logos were proposed along with complementary typefaces. Each was considered and debated. Eventually, leadership landed on what all agreed was the perfect choice.
Upon selection of the basic graphic identity, work began on the initial brand kit including a wide array of images to be closely associated with the high-tech brand. Once the brand standards were firmly established, an extensive financial charting design system was developed with a robust investor pitch book resulting.
Our ongoing work in the development and deployment of powerful content based on expertly crafted copywriting supports The Discovery Labs brand each day.
Problem Solved
The Discovery Labs’ global brand was created with an icon that quickly resonated, becoming a recognizable and memorable signature in the Philadelphia region and beyond.
Everyone involved in the process agreed that the graphics and supporting visuals Muhlenhaupt assembled convey exactly the right message to a wide range of audiences:
“The Discovery Labs is ‘The City of Science.’ Our mission is to foster a community of the brightest minds and most impactful organizations to deliver innovative solutions for unmet industry challenges.”
The Moving Company is privileged to furnish comprehensive brand positioning and communications tools to MLP Ventures related specifically to The Discovery Labs and its component entities and service brands: The Center for Breakthrough Medicines and Unite IQ. These include graphic identities design, investor communications design, website design and development, creative content writing, onboarding resources and marketing collateral design, development and deployment.
