CASE STUDY

Twist Bioscience

Creating an Innovation Pipeline to Disrupt a Market

Insights • Message strategy • Product launch • Experience design

Challenge

Having invented a technology that significantly reduces the time and cost of creating high-quality synthetic DNA, Twist wanted to take on an industry dominated by one player (IDT), in a market defined by price (pennies per base).

Insight

Instead of fighting pennies per base, the pharma and biotechnology market has pent up demand for the potential of massively paralleled genome engineering.

Solution

Launch a series of products that maintained premium pricing by focusing on the value to audiences. Break the long-standing price wars of traditional DNA synthesis offerings.

SIMILAR CASE STUDIES

Primary research and audience insights • Brand, positioning and messaging strategy & developing the brand story • Core and extended brand identity • Brand style guide • Brand declaration video • Instrument naming & positioning • Product launch campaign creative & plan • Product launch videos • Experience design and strategy • Event management and production with partner

READY TO BEGIN?

We’re ready to hear about your challenges and empower your success.