Biotage
Making Life Science premium
Biotage has been a trusted name in life science for decades, but its digital presence lacked cohesion. We created a comprehensive design system that aligned its digital expression with its global ambition, positioning it as a premium life science brand.
A refined visual identity
The process began with research into Biotage’s existing assets, tone and colour usage. We refined the visual identity to highlight precision and trust, two of the brand’s most valuable attributes.
The Biotage logo was reviewed and adjusted for digital use to improve balance and legibility.
The new extended colour palette adds depth and definition, presenting a more contrast-oriented style with darker shades of blue, restrained use of the key accent colour orange, and the introduction of secondary colours inspired by natural light phenomena.
The typography, set in Fira Sans, was adjusted for clarity, with a lighter and more precise character. We also introduced Fira Code, bringing a technical and scientific style to key labels and details..
Contemporary photography
The new style guide features human portraits with selective focus and brand-coloured gradients, pristine product imagery with bright, professional quality, and intriguing product shots with dark backgrounds, eye-catching shadows, and highlights that enhance the premium impression.
Not lost in translation
Every decision, from colour contrast to spacing, was tested in real web environments to ensure seamless translation between design and code.
A comprehensive design system
The design and development teams worked side by side to ensure every component translated cleanly into HubSpot.
Logo refinement
Adjusted proportions and spacing for improved digital performance.
Extended digital palette
An updated range of colours for better contrast and flexibility.
Modern typography
A cleaner typographic hierarchy supporting both scientific and marketing content.
Imagery direction
New photo style and lighting guidelines for a consistent, high-quality look.
Iconography
A new icon set and guidelines for consistent visual language.
Interface components
A full component library defining spacing, layout and interaction.
A confident and premium
brand presence
The result is a digital identity that feels sharper and more contemporary. Biotage now presents itself online as a confident and forward-looking global brand. The design system secures lasting consistency across products and markets and enables continued growth with a strong visual foundation.
This work formed the basis for the new Biotage web platform. It turned design into structure, creating a connected system where brand, content and technology move together.
