Branding and web front-end for a biotech startup
ArriveBio is a biotechnology startup founded by veteran entrepreneurs and director-level engineers from Google, with a mission to develop therapeutics that will help address age-related diseases.
- Adobe Creative Suite
- Google Slides
Upon completion with our contract with Roche, we expanded our offices to Singapore, where we aimed to attract top talents and partners. With the upcoming expansion, we were in need of improving our company's image.
I took ownership of our new brand initiatives that includes building the ArriveBio brand, designing and building our website, and establishing a visual identity for the company to have a consistent front.
What I did
- ArriveBio's brand identity design including brand discovery facilitation, design exploration, and execution.
- Visual identity design for business development, pitches, and HR recruiting.
- Webflow website design and build.
To start the project, I interviewed key stakeholders to identify our brand attributes and the tone of our brand. The `Core Framework` from the theFutur served as a guide for goal-oriented meetings and discussions, which allowed me to get consensus on our brand direction at its current state.
Afterwards, I would share my findings with the team during our weekly share-and-tell sessions in order to validate my discoveries and get additional feedback.
Key stakeholders wanted a "cool" looking symbol, one that could be used on their websites, pitch decks, and business cards. I approached this challenge by doing competitor research and creating a mood board to help set the tone and provide a clear creative direction. I learned that many biotech and medical brands have outdated designs that limit their use cases. To keep things fresh, I played with designs that show dimension and movement. I enjoyed exploring scientific journals and multi-dimensional symbols.
The Arrive brand was based on the idea of longevity, and the story that resonated most with our team was the complexity inherent in solving a difficult problem by using artificial intelligence. As it turns out, however, what looks simple on the surface may actually be quite complicated; we frequently discover new things about existing ideas by looking at them from different angles.
We chose the Philosopher Stone to represent our brand because of its symbol for eternal life and its iridescence and pleochroism when seen from different angles. Our company's foundations are Artificial Intelligence, Therapeutics, and People; these three elements became the shape of our logo.
Upon opening up an office in Singapore, I supported our Business Development and our Human Resources team by creating collaterals to help with onboarding new team members.
Website Design → Webflow Development
With the brand identity finalized and approved by key stakeholders, I worked with the Head of Biology and Chief of Strategy to build out a website so we can begin our partnership outreach. Using the Core Framework, I hosted weekly meetings to identify key talking points and help craft a story that was best interpreted on a website. By quickly building out a prototype on Webflow, I was able to iterate quickly, adapt to each team member's needs, and deploy the website.
Impact & Afterwards
After we printed our business cards and launched our website, our business development team confidently went to meet new partners. Meanwhile, our Singapore office officially opened up and we began the hiring process. As a result, we tripled our team members and established new partnerships including FDA, EDB Singapore, and Singapore General Hospital.
I learned about branding in a way that no other project has taught me by witnessing a company grow from scratch. We grow more confident as a team; and we have a strong foundation to build upon our vision.
I also learned how to involve my team during my design process to get clarity and consensus. This is especially useful for all my future endeavors and my first real step into becoming a design leader. I am more excited than ever to take on even more challenging projects in the future.