Brand Activation: Biotech Start-up

Professional Work

October 2020 - September 2021

After success in Singapore and S.E.A, the company planned to expand into U.S.. However, the brand identity was not appealing to the new market and gaining the trust of our prospects. The goal of the project is to create a brand that captures the growth of the company and establish us as a competitive service provider in our target markets.

These assets belong to the company.

The problem

“We are a Singapore-headquartered startup.”

Since its incorporation in 2016, the company has been a leading provider of cancer genetic testing in Singapore and various markets in Southeast Asia. The brand strategy positions and highlights the company’s focus on Asian cancers. When the company prepared to enter the U.S., the existing brand strategy did not support the go-to market. Doctors in the U.S. did not trust an Asian-focused company and were not convinced to switch from their existing testing services. The company needed to reposition and reflect itself as a leader in cancer genetics for all patients, regardless of ethnicity.

Brochures for our Asian markets with the old brand

The project

A brand refresh that reflects the company as a leading global provider of cancer genetic tests.

Phase 1 - Rebranding strategy with a branding agency

Phase 2 - Website redesign

Phase 3 - Brand activation

Roles and responsibilities

Phase 1 and 2 - Strategy and website refresh

Project management
Together with the communications lead, we managed the external agencies to ensure that the project met each milestone and business objective.
Visuals creative quality assurance
I iterated with the agencies to bridge beautiful designs with the brand strategy, making sure that each deliverable was built toward a strong position and visual identity.

Phase 3 - Brand activation

Creative design
I applied the new brand elements into new designs for all front-facing material and collaterals we had for a complete facelift - brochures, stationary, and merchandise.
Change management
To increase adherence to the new brand, I created branded templates, systems, and guides that were easy for the rest of the company to apply.

Results

Brand activation summary

Feedback and reception

“ Yuzu is a super creative and talented designer. Her commitment for work is commendable and I’ve always had the best time working with her! 10/10 recommend.”

- Puja, Communications lead | Project co-owner

“ It was a pleasure to work with Yuzhen and I appreciate the designs she brought to the project. She has a very good eye. ”

- Jack, U.S. Operations | Project sponsor

Areas of improvement

Scope management

Throughout the project, changes to the company’s activities and business objectives impacted the project’s priorities and deliverables. Since the project adopted the Waterfall management method with our partners, rescoping and replanning the project midway was challenging without an increase in the number of resources. We managed to accommodate the requests by adjusting the project timeline and expectations to ensure quality delivery without a significant impact on the project. In the future, I would love to try adopting agile project management for long projects like this so that there will be space to accommodate changes in needs and priorities.

Gratitude and acknowledgements

Puja

Thank you for bringing your beautiful words and strength into the project. You have been a great joy to work with and I have learnt so much from your perspectives and insights.

Jack & Dr. Tan

Thank you for believing in me and trusting my skills and judgement in this huge project.

Tools and skills

Design - Adobe Illustrator, InDesign, Photoshop

Website management - Wordpress

Planning and project management - Google Workspace