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Altitude Case Study
A Web of Acquisitions Gets a Singular Identity–With Science in its Soul
THE CHALLENGE
Discovery Life Sciences had already solved a market inefficiency.
Through strategic acquisitions of 13 disparate companies, the organization centralized the arduous and enormously fractional process faced by researchers in obtaining pre-clinical biomaterials. But the novel business solution resulted in a tricky marketing challenge. The company needed to mold a cohesive brand out of its expanding M&A portfolio that would accomplish two things: 1) Appeal to its science-led customers as equally as potential PE funders. 2) Allow for room to grow, with a marketing layer and standardized brand that could adapt to future acquisitions.
THE SOLUTION
DLS challenged Altitude to build a brand that would look and feel like the “Armani of the life sciences.” It’s unconventional guidance, to be sure, but the company’s leaders knew that in order to jointly grow their strategic valuation and appeal to scientists, the brand needed to emanate similar qualities to high fashion: Quality, purity, trust, and precision. That’s exactly what Altitude delivered through a transformed visual/verbal identity and redesigned website. The ongoing branding partnership has not been just about delivering digital assets and sales collateral. The brand’s positioning, messaging, and visuals are designed for growth, allowing DLS to easily incorporate its 14th acquisition–or 20th.
