Daicel Arbor Biosciences
Where scientific expertise
meets a passion for discovery
Where scientific expertise
Client: Daicel Arbor Biosciences
Category: Genomics and protein engineering
Customers: Biopharma researchers and product development teams
Locations: Ann Arbor, Michigan
Daicel Arbor Biosciences wanted to overhaul its web presence to more effectively communicate the value of its products and services, while making it easier for site visitors to zero in on the solutions that meet their needs. RainCastle provided a comprehensive solution, providing clear messaging and a refreshed visual brand together with streamlined web navigation.
- Brand Messaging
- Brand Visual Identity
- Website Structure and Content
- Website Design and Development
- Marketing Communications Materials
Connecting with the audience
Our messaging centered on positioning Daicel Arbor as a valued lab partner, conveyed through the home page headline “Your science. Our passion.” We featured a series of Daicel Arbor scientists to personalize the company, creating a human connection.
Our Solution
Brand Messaging
We kicked off the engagement with a brand messaging exercise, defining a positioning statement and a messaging framework, including a top-line message and supporting brand pillars highlighting the key differentiating brand attributes and benefits to customers.
Brand Visual Identity
While the client wished to retain their existing logo, our design team created a new visual identity, with a look that is crisp and contemporary. A new brand color palette and custom icons result in a design that is vibrant, yet entirely professional.
Information Architecture
We developed a new information architecture for the site to make navigation more intuitive. Product and service categories, applications, and related resources are clearly organized to make accessing information of interest quick and easy.
Website Content
We developed a comprehensive content inventory in close collaboration with our client. Then our copywriter worked with subject matter experts (SMEs) to write and edit content for the site to achieve a concise and consistent style.
Web Design & Development
We designed all pages for the large site using elements created during our visual brand exercise. Then our development team implemented the content and design in WordPress. Since Daicel Arbor offers online purchasing for some of its products, we integrated these pages with the WooCommerce plug-in for WordPress.
Marketing Collateral
Leveraging the brand visual identity elements we created, we provided templates for social media and Powerpoint presentations to support Daicel Arbor’s sales team.
Outcome
Daicel Arbor now has a clear, well organized website and marketing materials optimized for promoting its expert services and tools for next-generation sequencing, cytogenetics and cell-free protein expression.
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