batl

A cutting edge laboratory gets a facelift.

Project Type

Brand Strategy
Brand Identity
Web Design

Role

Project Lead

Team

Iha Jain
MacKenzie Kerwin
Mckenna Poulos
Gayathri Raj
Calem Robertson
Chris Sedayao

↳ Brand Book
↳ Live Site

The Biopharmaceutical Analysis Training Laboratory, BATL, is a state-of-the-art laboratory that conducts hands-on, comprehensive training and efficient drug research for regulatory agencies and academia worldwide. The organization aims for medical regulatory convergence in an era of highly evolving biopharmaceutical development.

I led a team of designers and developers to work with key representatives of BATL during an intensive four-month design sprint. Our team presented deliverables weekly to the client, who we worked with during a four-month project timeline. Through our work, we established a comprehensive visual identity which was translated into a website as BATL continues to gain traction in the pharmaceutical industry.

Balancing the industry standard with something brand new.

Workshopping with our clients, we learned more about BATL as a company in regard to their professional global audience of other research laboratories or pharmaceutical companies. While they wanted to come across as unique, bold, and friendly, they also needed to maintain a level of professionalism and sleekness common in the industry. Through collaboration and critique, our team underwent a significant project pivot to make their brand slightly more fitting for their audience. This project pivot revealed to our team exactly what BATL’s desired brand personality truly is: bold, clean, and approachable, blending the line between professional and unexpected.

Creating the digital experience.

Working with the client, we consolidated a plethora of information into just a few pages, which cover the foundation of the BATL personality, who, and what the organization stands for. With the ever-evolving research and new opportunities available at BATL, the website we designed allows for that growth where necessary, but more importantly, stays focused on expressing the core principles of the organization.

Jack offered us keen project management, leading weekly meetings, communicating status, keeping us on track, and engaging us to consider the new brand and various impact points as we made decisions along the way.

Christa Dhimo
Strategy and Growth, Batl

Our team was able to initiate the wireframing process early on, which helped set up the information architecture and content model for each of the pages on the site. Presenting our lo-fi wireframes sparked discussion on functionality, interactivity, and organization of these pages and the sections that filled them.

Watching the brand come to life.

The visual system we developed for BATL is able to apply to so many unique forms of collateral using rectangular blocks, circles and the brand's color palette. From ads to advertise their facility, to branded merch, the brand shines as a collaborative hub of innovation and research.

We are so thrilled with the final brand and website that the team created for us, and couldn't be happier with the results!

Kathi Durning
Assistant Director, Batl

Conclusion

With bold yet simplified copy and an intuitive site composition, our team is confident that we were able to make our client’s vision fully come to life. As the semester came to a close, our team was able to see our hard work come to life in the functional and responsive site. Our team is incredibly proud of how we were able to be so agile and collaborative in a fast-paced digital work environment. Despite never being able to meet in person, each team member was able to put their heart into creating an engaging brand and website for BATL.