Applied Biosystems: Brand Positioning

Applied Biosystems Consumables are a division within Thermo Fisher Scientific (TFS) whose primary focus is on products, instruments, and services. Consumables are products that are regularly purchased and used within labs employing Sanger Sequencing and Fragment Analysis. Sanger Sequencing and Fragment Analysis is a process targeted at DNA research that involves infectious diseases, gene editing, and vaccine development.

The brief was to raise awareness of the new product range within the younger scientist field, informing and educating them on new techniques and achieving more accurate results with the equipment.

The solution was to target academic science institutes and inform them of the new sequencing technologies and drive product awareness to the TFS website. We used the concept "It's in our DNA" to highlight the fact that speed, accuracy, and partnership are ingrained in the TFS offering - it's in their DNA. We brought the concept to life through DNA sequence typography that allowed us to create bold colourful visuals, capturing the audience’s attention, while showing the connection to the product in a simple modern style.