// PROPOSAL PROJECT //
The ODIN
Genetic Design Kits
After watching the 'Unnatural Selection' docu-series, I had a long lasting itch of making my brand strategy and design skills available to the operators and startups on the frontlines of such controversial but exciting forward-thinking enterprises.
Josiah Zayner, founder of the DIY biotech startup The ODIN, had a big role in the aformentioned documentary, and resonated with me greatly: his mission is to make genetic experimentation available to the people before the avid hands of a few big-pharma gatekeepers, and challenge the old paradigms of the conservative science academics - it all struck a cord in me.
After checking his company website, I realized that so much could be improved in terms of brand strategy and aesthetic intelligence in order to reach a whole new army of enthusiasts, being them DIY home-lab researchers or disruptive pharma investors. Had to scratch the itch.
Josiah Zayner, founder of the DIY biotech startup The ODIN, had a big role in the aformentioned documentary, and resonated with me greatly: his mission is to make genetic experimentation available to the people before the avid hands of a few big-pharma gatekeepers, and challenge the old paradigms of the conservative science academics - it all struck a cord in me.
After checking his company website, I realized that so much could be improved in terms of brand strategy and aesthetic intelligence in order to reach a whole new army of enthusiasts, being them DIY home-lab researchers or disruptive pharma investors. Had to scratch the itch.
GOALS & CHALLENGES
- redefine the aesthetic experience to amplify the chances of appeal, shareability and reach of new DIY biohackers enthusiasts - they are typically highly driven by science, arts, alternative lifestyles and esotherism; forward-thinkers, eager to express themeselves and at the same time break the big-pharma and mainstream science establishment.
- keep a high-level profile in order to stay relevant to venture capitals and investors looking for emerging disruptive startups in the pharma and biotech industry.
DEVELOPMENT
Typeface research.
Logo exploration.
Palette testing.
6000x speed timelapse of the sketching process. First part of this is the gridding of a candidate logo that has been later ditched in favor of the more modern, crisp final choice. Soundtrack also by me (a.k.a. TRSPSSR)
DEVELOPMENT
B/A COMPARISON
WORDMARK
The wordmark has been totally reinvented to keep it modern and unique and at the same time clear and legible, even in the extremely scaled applications of tiny printed labels and social media avatars. Stands out among the competition without loosing professional profile.
EMBLEM CONCEPT
The Viking symbolism present in the previous logo got ditched in favor of a more unique take compared to other homonymous brands solutions, also in order to appeal to a similarly esotheric but broader forward-thinking psychographics.
Despite this, the meaning has been left intact and condensed into the mark, keeping in mind The ODIN’s mission of making the genetic biohacking knowledge and practices accessible to the most.
Despite this, the meaning has been left intact and condensed into the mark, keeping in mind The ODIN’s mission of making the genetic biohacking knowledge and practices accessible to the most.
Dark cobalt blue and grey shades are the colors that many Norse sources attribute to Odin’s appearance. A pale, highly contrasting green is on the other hand the mesmerizing glow that can be obtained thanks to the Bioluminescent Bacteria Grow Kit.
The combination of such elements creates a contemporary, hi-tech, highly unusual palette that stands out among the common corporate solutions.
TYPOGRAPHY
BRAND APPLICATIONS
DIY Kit Packaging
Badge
Merch
Web/Social
