Developing a global brand design language to position Life Technologies for acquisition by elevating the technology, brand, and design.
Industrial Design | Human Factors | Strategy
The team conducted in-depth research in the category to understand the needs of the ecosystem participants including Scientists, Chief Medical Officers, Chief Scientists and Technicians. RKS launched revolutionary new technology in collaboration with the Life Technologies team to showcase the new global design language which created a buzz in the market. Shortly after the launch of a dozen new products that leveraged this new brand language helped reposition the brand perception. As a result, the company went from acquiring companies and a $5B market valuation to be acquired by Thermo Fisher Scientific for $15.6B.