Brand & Identity
When I joined Mabtech, the brand didn't really look like Mabtech. The people inside were curious, a little nerdy, full of personality, but none of that came through on the outside. So we changed it. Working entirely in-house with my manager and a copywriter, I led a full rebrand from the ground up: logo, color, typography, illustration, and a brand book built to last. The result was a brand that finally looked like the company it actually was.
Logo
The old logo was grey with a red antibody shape behind the wordmark. Hard to use, easy to ignore. The new one integrates the monoclonal antibody directly into the M. It works as a full wordmark or as a standalone symbol. Simple, flexible, and unmistakably Mabtech. Before the rebrand, Mabtech was frequently misspelled in scientific journals. That stopped.
Color
Most biotech companies live in blue and grey. We went pink. Mabtech Pink is surprising, alive, and joyful. Around it sits a supporting palette: yellow for energy, and a range of secondary colors developed to work alongside scientific imagery where pink alone couldn't carry everything. The palette was designed to cut through the visual noise of conference halls and lab benches, where standing out is the difference between being picked up or walked past.
Typography
We built a custom typeface — Mabtech Catch — designed specifically for the brand, inspired by the geometry of the logo. It's used for headlines and brand moments. Paired with Noto Sans, chosen because it covers every language in the Google Fonts library, making the brand truly global from day one.
Illustration
Photography alone couldn't tell Mabtech's story. At the antibody level, there's nothing to photograph. So we developed two illustration systems: a hand-drawn isometric brand style for campaigns and storytelling, and a more literal scientific style for product communication. As the illustrator behind the system, I defined the visual rules and produced the core illustration library.
Photography
Scientific products live in a visual world dominated by sterile lab shots and stock photos. We took a different approach, product photography that emerged from the same universe as our illustrations. Bold pink backgrounds, clean compositions, and a feeling that was unmistakably Mabtech. Complemented by candid people photography that showed the humans behind the science - with a pink labcoat.
The Result
A complete brand system: logo, color palette, custom typeface, illustration library, photography guidelines, and a 29-page brand book. Rolled out across website, packaging, print, social media, PowerPoint templates, and conference booths. One cohesive brand, built entirely in-house.
