After winning a competitive pitch to refresh their brand, we set about the task of providing them with a new public face. This needed to be able to sit comfortably in the same arena as the ‘big guns’ of pharmacological testing on both sides of the Atlantic – and demonstrate a professional and reassuring face to the Northern Ireland public who provide the company’s trial volunteers. Careful use of design and colour resulted in a new brand identity that comfortably fulfills these objectives and brought warmth and personality to the often cold world of medical business-to-business branding. In addition to their rebranding, we’ve provided them with exhibition stands, brochureware, stationery and an entirely new web presence.

We asked Moira Burke, BioKinetic’s MD, how she felt about the company’s new look: “We’re delighted with the results – for a comparatively small investment we’ve totally transformed how the company is perceived in the marketplace and we anticipate that this will reap huge business dividends for us as we expand into North America over the next year.”

Their old site, which we’d also created for them, had perfectly complemented their rebrand. This time, however, they wanted to move from a ‘brochure’ site to something more content-rich and very functional, with forums, social media integration and an easy-to-use content management system. The most challenging part was crafting the functionality and content to work equally well with the cultural differences of both BioKinetic’s key markets – and creating a navigation structure that worked equally well for both clients and clinical volunteers, who have very different informational.