Asimov had secured one of only five coveted pavilions at the iGEM Grand Jamboree in Paris – the Olympics of synthetic biology where tomorrow's genetic engineers showcase breakthrough innovations. Despite having revolutionary software that could transform biologics and gene therapy design, Asimov looked like every other biotech startup in a field where investors evaluate dozens of similar AI platforms. With thousands of the world's brightest young scientists attending, this was their moment to stand out from the crowd.
Our team orchestrated a comprehensive brand redesign alongside a cross-continental collaboration for Asimov’s iGEM Paris presence. We transformed them from another biotech software company into the definitive leader in advanced genetic design through strategic positioning and cutting-edge visual storytelling. We crafted messaging that communicated their unique value: software that makes designing life-saving therapies as precise as engineering any complex system.
Working remotely with French partners, we designed interactive zones where scientists could experience Asimov’s software firsthand and see biotechnology dreams made tangible through 3D printing and video production. Our visual identity used custom data visualizations to make synthetic biology accessible. The pavilion became a glimpse into the future these emerging scientists would help create.
Asimov dominated iGEM Paris, with their pavilion becoming the must-visit destination at the conference. The integrated brand and experiential approach established lasting relationships with the next generation of genetic engineers who will drive the industry forward, while the new brand positioning built confidence with pharmaceutical partners and positioned Asimov as a definitive leader in advanced genetic design software.
