In an industry where most companies were over promising and underdelivering on the potential of SynBio, we based the brand positioning on the strength of Manus’ revolutionary cell factory engineering approach, which was already being used to scale-up and manufacture bioalternatives at scale.

Positioning Manus as ‘The Proven BioAlternatives Scale-Up Platform’ was the first step in helping an entire industry realise the role Manus could play in helping them realise the potential of synthetic biology. This positioning was brought to life  through a new Purpose statement, set of Principles, solution value proposition and supporting core story to ensure all stakeholders understood where we were going, at what we had to offer on the way.

A unique visual identity was developed to support the positioning. A new logo was ‘engineered’ to reflect the way Manus optimizes the metabolic pathways in cells. Font and colors were chosen to build on our heritage yet stand out in an industry overloaded with superfluous imagery and empty headlines. On the graphics front, as the humble microbe is central to Manus’ platform it has a significant role in our identity. Not only does it represent the ‘engine’ at the core of our SynBio process, but also the bioalternative molecules that result from it - just like nature - but made by Manus.

The brand identity was described in detail in an online guideline, which also incorporate the files, templates, graphics and image library required to activate the brand from the get go.