Known for its fidelity and premium pricing, Pacific Biosciences faced a market that already had its mind made up about them: stodgy, expensive, and traditional. While their technology was reliable and known to be best across the genomics industry, their reputation lagged behind the vision and their potential to change the game for the future of genomics was unrealized.

WIth new leadership at the helm, their goal was mighty: to be one of the greatest and most unique life sciences brands the world has ever known. PacBio needed a fresh, dynamic brand that reflected their new direction. To guide PacBio’s brand promise, we needed a key, actionable insight about the psychology of the genomics community; an insight that they didn’t have. Watch the video to see the highlights of our work brought to life.