Scalagen: from just a name to a brand and website
Scalagen came to me with a name and nothing else. In 6 to 8 weeks I built the logo, brand guidelines, website and copy. It has since started winning its first clients.
Case study
The starting point
Just a name. No logo, no brand and no website.
Scalagen gives biotech, medtech and pharma companies senior business development leadership on a freelance or fractional basis. Its clients need that experience but can’t afford to hire it full time. It’s a similar idea to Revkra, in a very different industry.
Who it had to convince
These buyers are cautious, and they’re trusting someone with deals that matter. A new consultancy with no track record had to look as credible as the senior people behind it.
The directions I rejected
A plain logotype in a cold sans serif. It looked safe and said nothing about the science.
A sharp arrow. It said growth, but it could have belonged to any business.
What I made
The logo is an arrow shaped like cells connecting and growing, so it carries the idea of scaling and still belongs in biotech.
From there I wrote the brand guidelines: four logo colourways, a palette of deep blues and a bright sky blue, Montserrat as the only typeface, and the line “Scale for a new generation”. Then I designed the website and wrote its copy.
I did all of it myself, in about 6 to 8 weeks.
The result
Scalagen went from no clients to its first clients, and it’s still growing. A brand doesn’t win clients on its own, but it gave them something credible to show from the start.
The latest version of the website is built but not live yet, so scalagen.com may look different from what I’ve described.
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