Project type: Campaign / Industry: Biotechnology, Forensics
Applied Biosystems Human Identification (HID) campaign
Project objectives
Applied Biosystems is a premier brand within the Thermo Fisher Scientific family of brands, focusing on genetic testing, research, and analysis. This campaign spoke to their forensic scientist target audience. It sought to strengthen the brand's position as a trusted and experienced partner that understands the challenges of these scientists and to show that it is committed to their success. It followed a series of customer outreach efforts, listening to their challenges, asking what they need more of, and showing that they were heard.
Website landing page
Animated banners
This campaign's visual approach is anchored by a scientist thinking through solutions to their forensic challenges, made clear by the use of visual elements that are common in forensics work, both in the field and in the lab. The elements ranged from more general, like the male image above, to more specific, as shown in the female image. The elements in her image, with the male and female symbol and scientific output and evidence tab support specific products like GlobalFiler PCR Kit, which can help reduce the backlog of sexual assault kits. Their facial expressions reflect the concept of "inspiration" that is woven throughout the messaging, and is visually showing how much this brand admires what they do everyday.
