In 2024, Biotech and Healthcare startups have already accounted for 53% of all Series A funding in the US.* And it’s not just the US — the sector is also booming across the UK and Europe. But beyond having a strong product and value proposition, you might be wondering how to position your tech company to claim your share of that funding. Keep in mind that 77% of B2B marketers say branding is essential for growth.*
So, which branding services should Biotech startups call upon?
Whether you’re operating in pharma, industrial, or agricultural sectors, Biotech companies are driving innovations that shape a better future for our planet. However, effectively communicating that mission in a professional yet compelling way is no small feat. It’s about simplifying complex chemical and physical processes and telling a brand story that resonates with your target audience.
Successful branding is about telling a clear, engaging story that turns prospects into partners and investors.
Take a look at the branding and websites of successful Biotech startups to see what it takes to attract attention and secure investment.
Biotech branding: What do you need to shine in the industry?
Benchling: When Cloud and Biotech meet
This is Benchling, the Biotech and Cloud Unicorn of this article. Benchling is a cloud-based software platform for biology researchers and R&D organizations. Founded in 2012, Benchlings solution can be applied to a wide range of industries and use cases.
Their unicorn status is clearly reflected on their website, which features a variety of sub-pages dedicated to specific use cases and products. In addition to their blog, Benchling offers demos, webinars, and whitepapers, further positioning themselves as a leader in the field.
The brand’s visual identity is anchored by indigo as the primary color, complemented by light blue backgrounds and neon yellow highlights for calls to action. The dominant blue color establishes an immediate connection to the tech and cloud sectors, while the imagery of chromosomes and DNA strands—featured prominently in their visuals and isotype—roots Benchling firmly in the Biotech space. UI screens highlight the platform’s functionality, and an explainer video provides a deeper dive into how it works.
Key branding strengths:
- Comprehensive, well-structured website
- UI platform screens
- Engaging explainer video
Isomorphic Labs: Aligning mission, name, and visual identity
One standout branding we came across when exploring impactful biotech brands is Isomorphic Labs. Their brand story is closely tied to their name, with a visual identity that effectively communicates their value proposition. With an AI-first approach, Isomorphic Labs accelerates scientific research and improves the efficacy of new medicines.
The company’s name is derived from “isomorphism,” which refers to a one-to-one correspondence between two structures that, while appearing different, are fundamentally the same in their organization or function. Their visual identity takes this abstract concept into design.
On the homepage's above-the-fold section, dynamic cubes in green and blue hues continuously shift and reorganize, symbolizing structure, multiplication, and organization. These cubes also feature in the animated isotype, forming an "I" and an "L" in motion. With this eye-catching background, the rest of the website is kept clean and minimalistic, with thin black lines complementing the sleek typography.
Key branding strengths:
- Coherence between isotype and visuals
- Engaging animated above-the-fold section
- Clean and sleek layouts
Vivici: Where nature meets technology
Vivici creates dairy proteins with significantly less impact on the planet using precision fermentation. Their commitment to sustainability is not only reflected in their products but also in their visual identity.
For many Biotech startups, the challenge lies in creating a visual identity that embodies both nature and technology. We partnered with Vivici to achieve this, preparing them for their next funding round and upcoming international events.
The overlapping elements of their isotype symbolize both a "V" and a butterfly, combining nature (represented by a leaf) with precision fermentation, Vivici's protein production process. The isotype also resembles a butterfly, aligning with the startup’s tagline inspired by the butterfly effect: “Small changes, big impact.” The nature-tech blend continues through branded illustrations that mix hand-drawn elements with depictions of technology and food, reflecting Vivici’s value proposition.
By the way, we were honored to receive an Honorable Mention from Awwwards for the scientific, yet friendly and approachable, brand and website design.
Key branding strengths:
- A human, yet tech-forward and nature-related brand
- Strong coherence between messaging and visual identity
- Unique branded illustrations
Living Carbon: When the company name tells the story
One of the most cohesive brand stories we've encountered comes from Living Carbon. This US-based Series A startup is on a mission to combat climate change by genetically enhancing trees’ ability to capture and store CO2.
Living Carbon stands out for its cohesive storytelling, starting from the company name, logo, and illustrations. Unlike other Biotech startups, the company name is highly descriptive, making it memorable due to its straightforward connection to the company’s mission.
The isotype of the Biotech startup features an abstract tree, composed of just a few lines, which serves as a recurring theme throughout the website. In addition to photographs of leaves and landscapes, there’s an impressive animated illustration that evolves as the user scrolls. As you scroll down, the illustration grows from a small plant into a towering tree, with accompanying text that explains the company’s value proposition. This dynamic illustration is optimized for mobile devices as well.
While we admire this storytelling approach, it’s worth noting that the accompanying text can almost be overshadowed by the tree animation, drawing all the user’s focus. Additionally, the scroll effect hinders website usability, as users are forced to watch the entire animation without the option to jump directly to the next section.
Key branding strengths:
- Memorable company name
- Cohesive storytelling
- Branded illustration
Summing up: Which branding services does a Biotech startup need?
After having analyzed successful brands across the Biotech sector, we can draw the following conclusions on the branding elements and services that are crucial for success of a tech startup's branding.
1. Naming and .com-domain: Unique yet industry-related
Benchling, Living Carbon, Isomorphic Labs, Vivici: While the relation to the offering is not always visible when hearing the startups' names for the first time, there is still a connection to the Biotech sector.
- Benchling: In Biotech, "benchmarking" refers to evaluating algorithms' ability to solve computational biology problems. The suffix "-ling" suggests something smaller or more specific, aligning with the personification of a DNA strand in their logo.
- Living Carbon: This name has the most straightforward connection, referencing the company's mission to enhance CO2 capture and storage in trees.
- Isomorphic Labs: As previously mentioned, "isomorphism" hints at the structural relationships central to chemistry and biotechnology.
- Vivici: Derived from the Latin "vita" (meaning life), the name also evokes ambition, reminiscent of Caesar's famous phrase "Veni, Vidi, Vici" ("I came, I saw, I conquered").
All of these startups have secured a .com domain, the most widely recognized and trusted extension. A .com domain lends credibility, making the startup appear more established, which is crucial for building trust with customers, partners, and investors. Moreover, .com is universally recognized, preventing confusion and making it easier for users to find your website.
2. Brand strategy: A coherent brand story and positioning
From Living Carbon to Isomorphic Labs: While purchasing different communicative goals, all of these companies create a cohesive brand image rooted in strategy.
A startup branding agency typically begins by analyzing your strategy before diving into design, or they help you refine it to position your brand effectively in the market. This process often includes competitor analysis from a branding perspective, along with defining brand archetypes and personality traits. For example, we positioned Vivici as knowledgeable, friendly, progressive, and disruptive, and built the brand around these key attributes.
3. Visual identity: Powerful and rememberable
This is what most people commonly refer to as “branding”. However, as we've seen, branding goes beyond just visual identity. While visual elements—such as logos, colors, illustrations, brand shapes, and layouts—play a crucial role, there's more to it. For the tech startups we analyzed, one key insight stands out:
Each has an appealing visual identity that connects them to their industry and helps create a distinctive brand, enhancing recognition.
Whether it's Vivici's isotype or the dynamic cubes of Isomorphic Labs, these brand elements make a lasting impression on stakeholders and ensure the brand is remembered.
4. Website: Consistent and attention-grabbing storytelling
Remember Living Carbon's tree story? It likely caught your attention. A website with consistent, cohesive storytelling that ties your visual identity to your brand strategy and offering is crucial for attracting partners and securing funding.
And don't forget to choose your words carefully: communicating your value proposition clearly is key to ensuring your audience understands your message. Find out how to align your visual with your verbal identity to create a coherent brand.
Now, for a bonus example: Kyverna Therapeutics, a biotech startup currently preparing for its Series C funding round. They are pioneering a new class of therapies for serious autoimmune diseases.
While the name and domain can be tricky to spell and we noticed a lack of illustrations and brand elements, Kyverna's website stands out for its clear, no-frills messaging. The site is informative and straightforward, presenting a human, accessible brand that simplifies their complex technology with easy-to-understand language.
By the way, did you know that brands that blog generate 67% more leads?*
Every brand we analyzed has a blog or newsroom page, so make sure to keep your audience engaged and boost your SEO by publishing fresh content regularly.
We hope this analysis has helped clarify which branding services really matter when branding your tech company. Check out our Biotech projects for more examples of successful startup branding in the Biotech sector.
Sources:
crunchbase.com
smallbizgenius.net
