Brand and Product Launch for Element Biosciences | Tolleson

When Element’s founders approached us, they all dreamed of making genomic sequencing more accessible, but it was especially personal for founder and CEO Molly He. Drawing from her own experience, she wanted scientists to be able to pursue their research on their own terms, but how could we help her make that mission feel more universal?

The team at Element built a machine that truly empowers scientists to do more with less. An affordable, fast tabletop genome sequencer that eliminates a research bottleneck and gives the scientific community more freedom and flexibility.

Before Element, genomic sequencing was defined by a near monopoly that operated closed systems with steep cost tradeoffs. All of which made the process accessible to only the most well-funded  projects. 

To launch their brand, we explored positioning concepts to clarify the underlying purpose of Element’s work beyond the performance of their product.

Element needed a naming ecosystem built into the name that aligned with the purpose, benefits, and potential scale of their future products.

Together, we explored a variety of concepts connected 
to the life sciences and Element’s culture of scientific freedom, including themes of openness, exploration, acceleration, discovery, as well as terminology borrowed from the worlds of water, astronomy, geology, geography, biomes—and of course, the periodic table of elements. 
We even created new words that we could imbue with Element’s story.

To faithfully bring Element’s offering to market, we needed to develop a system that fit far beyond their needs at launch.

The visual system introduces the brand story and gets their first product off the ground, focusing on the momentum towards discovery. It also comes with the flexibility to fit packaging, related sub-brand logos, an icon library built off of product functionality, various marketing expressions, and more.