Creating a distinctive identity in the biomedical research industry.
I had the privilege of being part of a 6-designer team led by Seun Badejo, tasked with rebranding Mellicell, a Harvard-backed biotech startup. Our challenge was to break away from the cold, corporate visuals typical in the medical space and instead create a warm, friendly identity that still maintained a sense of professionalism. We focused on crafting a visual system that communicated hope and happiness, aligning with the brand’s mission to represent the importance of their work and its impact on end users. Our efforts included designing a distinctive brand identity and building a website that effectively conveyed Mellicell’s values and future vision.
Project Team
Team Lead - Seun Badejo
Visual Identity Design
Seun Badejo
Ife Aminu
Corporate Assets Design - Ameji
Visualising A Medical Visual Identity
For the rebranding of Mellicell, we created a logomark that combines the Kanit typeface with a distinctive icon, representing the company's warm, friendly nature while staying professional and avoiding a playful "Joker" brand archetype. The brand pattern was inspired by adipocytes (fat cells) viewed under a microscope, incorporating varying colors that reflect the opacity changes in these cells, adding a scientific yet approachable touch. Directional icons were developed for environmental graphic design within the company’s buildings, ensuring a cohesive visual language. The stationery assets and design elements, including packaging concepts like the fictional Activa 2020 ampoule, were crafted to align with the overall brand strategy and positioning, maintaining consistency across all platforms and touchpoints.
Mellicell Today
The rebranding project had a significant impact on Mellicell, solidifying their identity and helping them stand out in the biotech space. Over the course of a year, our team worked closely with the company to create a range of marketing and presentation materials that effectively communicated their vision and values. This cohesive and engaging visual identity contributed to Mellicell’s success, as the company went on to raise $1.5 million in funding, positioning them for future growth and reinforcing the importance of a strong brand in driving investor confidence and audience engagement.
