Bringing Life to BioRealty’s Brand
Final Solution: A Cohesive, Evolved Presence
As Director of Customer Experience at BioRealty, I collaborated with our marketing team to orchestrate a brand overhaul and redesign the company’s dated website.
Key Stats:
Growth by Design
+13% Efficiency: Supported accelerated capital sourcing by integrating with digital investment platform.
Improved Brand Perception: Positive feedback from stakeholders and potential tenants about professionalism.
+5% Lead Conversion: While the website has yet to be deployed, creating modernized slide decks and promotional materials alone has improved lead conversions when presenting or proposing to clients.
The Challenge:
Outdated Materials, Missed Opportunities
A strong brand image is essential to earning trust—especially when transactions cost more than $10M and span 5–10 years. To sell clients on our mission of innovating lab spaces, our branding needed to embody that innovation.
Designing an Ecosystem:
Process Highlights
Crafted a Modern Style Guide
Developed a cohesive visual identity that emphasized modernity and innovation, including:
Typography: Selected contemporary typefaces commonly associated with tech brands to convey a forward-thinking image.
Color Palette: Refined the company’s blue tones to project trust and dependability.
Logo Design: Updated the logo with a clear, bold font to reinforce brand confidence and clarity.
Revamped the Slide Deck
Unified Branding: Established consistent messaging and visuals across all client-facing materials.
Enhanced Visuals: Designed engaging slides tailored to resonate with prospective tenants and investors, reinforcing professionalism and credibility.
Redesigned the Website
User Centered: Tailored content, structure, and navigation to showcase BioRealty’s expertise and past projects for potential clients looking to assess fit.
Visual Design: Employed professional visuals and current product design trends in prop-tech to instill trust and credibility.
Strategic Language: Highlighted BioRealty’s role in fostering ecosystems for life sciences innovation through carefully crafted messaging.
Cultivating a Brand Rooted In Strategy
LESSONS LEARNED:
Designing for Strategy: Effective visual design begins with defining strong, strategic messaging and goals—visual aesthetics should be the byproduct of strong strategy, not the starting point.
Learning from the Competition: Analyzing digital presences of brokers and prop-tech companies uncovered valuable insights into what resonates with clients—and what doesn’t. There’s always something to learn from others!
Storytelling in Design: A compelling narrative, supported by thoughtful visuals, can profoundly enhance brand perception and build customer trust. As designers, we’re not just crafting appealing visuals—we’re shaping emotions and experiences.
Next Steps:
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