Translating functional genomics into partnerships
Atlas Biotech
Atlas Biotech had strong science and no way to talk about it. We helped them figure out what their value proposition actually is, then built a brand identity and web platform around that clarity.
Positioning & Value Proposition
Brand Identity
Scientific Visualization
Website Design & Build
The situation
Atlas Biotech received a $2.4M NIH grant to develop a functional genomics platform that predicts drug response based on genetic mutations. Their libraries of genomic data solve a problem therapeutic developers face every day, but Atlas lacked a clear narrative to express its value to potential customers.
The science worked. The story around it simply did not exist yet.
Before
After
The approach
We collaborated with the Atlas team over a series of workshops, immersing ourselves in the technical foundations of their four product lines aimed at two distinct customer profiles. Our goal was to distill their value proposition with a balance of credibility and clarity so it would resonate with oncology drug developers.
The key discovery was that Atlas's value isn't in building mutation libraries — it's in mapping the resistance profile in drug development. Once we saw that clearly, qDMS emerged as the franchise capability and the other product lines fell into place around it, each playing a distinct supporting role. One clear story instead of four disconnected services.
Making the Science Visible
The brand strategy determined every design decision, from scientific visualization to the web platform. Heat map conventions from genomics literature became the color system. Topographic textures tie to resistance data visualized in 3D. The logomark references DNA spindle fibers.
The hero animation maps real nucleotide mutations as color shifts along DNA strands, where each color represents a different amino acid conversion, tying directly into Atlas's deep mutational scanning data. Meaningful design traceable to what Atlas actually does and who they need to reach
What Changed
Atlas now walks into partnership meetings with a story that matches the quality of their science. Oncology drug developers immediately understand the value they deliver, and Atlas Biotech has a set of communication and brand resources to consistently explain how its service helps customers.
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