Case Study: Novel Bio

Novel Bio is a biotech company that helps customers scale high-quality DNA production. Their next-gen plasmid DNA platform and white-glove service had won them a small, highly devoted clientele, but they were little known in pharma, where their technology stood to bring enormous value in speeding new genetic medicines to patients. As their technology entered a key commercialization phase, Novel Bio sought a more distinctive brand with a sharper story.

We crafted a bold, confident brand strategy anchored around the theme A Better Way To DNA. It isn’t just a tagline—it reflects Novel Bio’s bold engineering, personal service, and commitment to making new genetic medicines possible. We articulated Novel Bio’s position as a pioneer in plasmid DNA service and technology with a clear, differentiated message, and we built an equally distinctive website and visual brand identity. Finally, we created a bold but approachable brand voice with messages to resonate with Novel Bio’s key audiences.

Matthew Weinstock, PhD, Novel Bio CTO:

“In my experience, most folks with a scientific background tend to believe that good science should speak for itself, and view marketing as nothing more than (at best) an exercise in designing logos, choosing color schemes, writing copy, and coming up with marketing collateral (swag, conference materials, flyers, etc.).

“Those are indeed deliverables that a good marketing agency will help with, but a great marketing firm will do something much more important – assist you in crystallizing your company’s mission and vision; develop a compelling brand identity around that; and come up with a strategy to roll that identity out to the world in the most impactful way.

“For any other life science companies looking to strengthen your messaging and marketing position, look no further than Beakers & Chips.”