Biotech Product Design & Strategic Branding
Client: All By 4D
Role: Creative Director, Lead UX/UI Designer
Duration: August 2019 to Present
Tools Used: Figma, Adobe Creative Suite, Rhinoceros
Team Composition: Collaboration with co-founders, product developers, and marketing team
Project Overview
All By 4D is a forward-thinking biotech startup focused on developing sustainable sewage solutions. The project aimed to establish a cohesive brand identity and product design, including a website, pitch decks, and social media presence. The innovative product—a toilet freshener infused with microencapsulated mycelium—was designed to combat fatbergs in sewer systems, providing an eco-friendly approach to a pressing environmental issue.
Problem Statement
Goal: To position All By 4D as a pioneering leader in the biotech industry by creating a strong brand identity that communicates its mission and innovative solutions.
Constraints: Developing a brand identity and product design that conveys both biotech innovation and eco-friendliness, while also being accessible to a broad audience. Tight deadlines and limited resources posed additional challenges.
Users: Target users include environmentally-conscious consumers and municipal clients seeking sustainable solutions for sewage management.
Challenges: Balancing the complexity of the scientific innovation with user-friendly design elements, while also ensuring that the brand effectively communicated its unique value proposition.
Process
Research & Insights: Conducted market research to understand the needs and expectations of target users and to assess the competitive landscape. Insights gathered revealed a demand for sustainable and easy-to-understand biotech solutions.
Ideation: Brainstormed design concepts that combined biotechnology with a friendly and approachable brand identity. Developed multiple visual directions for the product, website, and marketing materials.
Testing & Iteration: Prototypes of the website and marketing materials were tested with target users to gather feedback. Iterations focused on enhancing usability and ensuring that the messaging clearly communicated the product’s benefits and eco-friendly nature.
Decision-Making: The final design choices emphasized a balance between scientific innovation and consumer appeal, using vibrant colors, clean typography, and simplified messaging to make the product more approachable and engaging.
Solution
Design Execution: Developed a cohesive brand identity, website, and pitch decks that clearly communicate the innovative nature of All By 4D’s products. The design included engaging visuals, clear messaging, and intuitive navigation to enhance user experience.
Features & Functionality: Key features included an interactive product page, detailed information about the technology, and an easy-to-navigate site structure. The pitch decks featured compelling storytelling and visuals to attract investor interest.
Visual Design: The visual identity combined elements of nature and technology, using a fresh color palette, modern typography, and minimalistic layouts to convey innovation and sustainability.
Results & Impact
Outcome: The branding and design efforts successfully positioned All By 4D as an innovative player in the biotech industry, garnering interest from both investors and consumers.
Business Impact: The compelling brand presence and investor pitch decks facilitated funding discussions, helping to secure initial capital for further product development and market expansion.
Learnings: This project highlighted the importance of aligning complex scientific innovation with clear, consumer-friendly design and messaging. Future efforts will continue to focus on user-centered design principles to ensure market success.