RoukenBio

Antibody Analytics, a Scottish-based, PE-backed immunology and bioassay CRO, recognized the need to rebrand. Their current brand identity no longer aligned with their capabilities and was limiting their ambitions for future growth and expansion.

Antibody Analytics required a comprehensive rebranding strategy that would accurately represent their capabilities and expertise, whilst also positioning them for future growth. 

The ramarketing team proposed an insights-led approach, involving in-depth interviews with internal stakeholders, competitor analysis, and workshops to develop a new brand name, messaging proposition, and visual identity that would support their strategic goals.

Our team performed a brand collateral audit and competitive analysis to understand their current activities, the market landscape and identify opportunities for differentiation.

Through in-depth interviews with key stakeholders, we gained valuable insights into the company’s culture, values, and aspirations. These insights informed our development of a tailored brand strategy that would resonate with both internal and external audiences.

We facilitated virtual naming and messaging workshops to generate ideas and build consensus among stakeholders. This collaborative process ensured that the final brand identity would be fully aligned with the company’s vision and goals.

Following the workshops, we presented naming options and a messaging platform to the stakeholders, incorporating their feedback and finessing the brand identity until it accurately reflected the company’s DNA.

The name chosen was RoukenBio; taking influence from Rouken Glen waterfalls, this is a subtle way to nod to the origins of the business HQ, but without feeling geographically limited. The waterfall concept symbolizes the company’s fluidity and flow, adapting to the shape of the ever-changing landscape. The association with water conveys a sense of energy, vibrancy, and dynamism, and reflects the company’s passion and unique identity.

Our design team then developed a visual identity that captured the essence of the new brand, including a logo, color palette, and typography. This culminated in a comprehensive set of brand guidelines to ensure consistency across all marketing materials.

The rebrand to RoukenBio was met with enthusiasm and excitement from both internal and external stakeholders. The new brand identity reflected the brand’s maturity and accurately portrayed the company’s capabilities and aspirations, positioning them for continued growth and success.

The senior team became strong advocates for the new brand, recognizing its importance in capturing the company’s DNA and supporting its strategic goals.

Overall, the RoukenBio rebrand has been a resounding success, demonstrating the power of a well-executed brand strategy to transform a company’s image and support its long-term goals.