Bioo Scientific was my entry into the world of biotech. A small startup company founded on food and feed safety testing kits, would grow into a player in the NGS industry, eventually being acquired for it’s keen technology. In the beginning, the brand was rough and needed immediate refinement if we wanted to succeed. I pushed the story and design collateral, redesigning the website and adding ecommerce, as well as advertising in scientific journals as much as the budget could afford. The idea was always to look bigger than what we were. Eventually the technology caught up and the story and brand went hand-in-hand until acquisition.