The origins of many biotechnology companies are steeped in research and higher education - far removed from the world of B2B. Since its formation in 2000, Aquapharm has grown to become one of the UK’s premier biotechnology companies, but at the outset the directors faced the same dilemmas as all founders - converting a business proposition into a persuasive brand.

The world of life sciences can appear bamboozling to outsiders - including us - but the fact remains that the commercial application of Aquapharm’s work can have significant impact on all of us. The marine environment holds the answers to many healthcare, environmental and industrial problems, and Aquapharm’s expertise allows it to develop products from marine flora and fauna. Fine as this is, the company must first establish business partnerships if the products are to reach the marketplace. Then there is the little matter of securing funding for new product development. This was the scenario facing the company and it proved to be the key driver in presenting Aquapharm as a credible life sciences brand - from day one.

While R & D underpins Aquapharm’s work, we wanted to inject a visible commercial edge to all brand communications. This helped to shape the slick, minimalist style of presentation. The combination of striking abstract marine photography against a crisp white background helped communicate confidence, assurance and integrity - essential qualities in the business of building partnerships and securing development funding.