Particle31 was founded on the transformative power of science. But our journey didn’t start there. I was part of the original company, Alaray Creative—a generalist marketing agency. Over 50% of our business was from life science clients. They were our favorite people to work with too. However, a simple color and "vibe" change was initially all that was considered. I saw an opportunity. If we were evolving our colors and "vibe" to align with our target audience, shouldn’t our name and direction reflect that too? After thoughtful discussions, we went all in. Life sciences weren’t just a growing part of our business—they were our expertise. This clarity led to a full-scale rebrand, positioning us as a go-to agency for life science marketing. I led a dozen rounds of logo and color palette refinement, 100+ vector logo iterations, and arrived at a brand that spoke directly to our target audience. I was collaboratively responsible for everything from the logo, website layout, brand guide, patterns, launch animations, social graphics, business cards, and more. The following assets showcase a taste of the results—applied across print and digital. The result was our existing clients raved about it and instantly connected with our messaging. New business leads came in specifically because of our demonstrated life science identity.