SomaLogic
Rebranding a Biotech Leader During Hypergrowth and Market Transformation
Services
Industry
Health
Challenge
SomaLogic, a fast-scaling biotech company at the forefront of proteomics, experienced rapid change — closing a Series D funding round, merging through a SPAC, and becoming a publicly traded company on NASDAQ. Amid this momentum, the brand began to fragment at a time when clarity, consistency, and market authority were critical.
Goal: To solidify the company's identity, unify internal teams, and establish itself as the category leader in proteomics.
Approach
Led a comprehensive discovery process, conducting in-depth interviews with internal stakeholders across the C-suite, product, sales, and marketing teams. These conversations informed a unified vision for SomaLogic’s brand and surfaced gaps between perception and positioning.
Conducted a full brand audit—including SomaLogic’s existing materials, competitor messaging, and visual landscape
Developed refreshed brand identity, including a:
New message architecture to reflect the company’s evolved mission and market position
Redesigned visual brand system with updated color palette, typography, iconography, and imagery
Curated image and icon library aligned with brand tone and sector specificity
Comprehensive brand guidelines document to ensure consistency across all channels
Introduced the new brand internally with a staff-wide workshop designed to foster alignment and excitement, ensuring every team member became a brand ambassador.
Launched externally through coordinated owned, social, and digital communications.
Impact
Successfully rebranded SomaLogic as a category leader in proteomics at a defining moment in its growth
Unified internal teams and aligned messaging across business units
Strengthened investor and customer-facing communications during and after IPO
Recognizing the caliber of this work, SomaLogic's new brand was awarded the Manny Award for Best Corporate Branding by Med Ad News.
