The Challenge
During a brand review for a biotech client, we began to question how we could translate and communicate complex scientific language in a way that felt engaging and accessible to their target audience.
In a category dominated by specifications, data sheets and technical terminology, most messaging can look and sound the same. We saw an opportunity to do something different.
This led to discussions around introducing a personified version of a cell.
A Business Built on Relationships
Our client acts as a distributor for a wide range of scientific lab equipment and instruments used across multiple applications. The business has been running for 30 years, building a loyal customer base and relationships that span decades.
Relationship building sits at the heart of what they do. That heritage, combined with their long-standing reputation in the industry, inspired us to introduce ‘Colin’.
Even B2B Is Human
When selling complex products, it’s easy to focus solely on features, functions and technical superiority. But there are humans on the other side of every purchasing decision, people looking for clarity, efficiency and solutions to their problems.
Lab products aren’t typically associated with fun. But we asked ourselves - why not?
Humans are wired to connect with faces and personalities. By giving the brand a character, we could create familiarity in a market where differentiation is often difficult.
The Strategy: Brand Personification as a Translator
Colin the cell was introduced as a personification of the company founder, Colin.
The mascot was designed to foster loyalty and increase brand recognition at key touchpoints, including conferences and digital platforms. More than just a visual device, Colin became a brand translator: a helping hand unravelling complex language and getting straight to the purpose and practical benefit of each product for busy scientists.
Introducing a mascot into a highly technical, credibility-driven sector could have felt risky. We were careful to ensure Colin didn’t dilute expertise, but instead enhanced it, simplifying without oversimplifying.
The Outcome: Standing Out Through Clarity and Character
In industries built on innovative products and technical capabilities, personality can feel secondary. But even scientists are human.
When complexity is high, clarity and character can be powerful differentiators. By humanising the brand, we created something memorable, without compromising authority.
Sometimes, the most technical sectors benefit most from a touch of humanity.
