situation
Thermo Fisher Scientific was developing a new unified software platform for chromatography and mass spectrometry to replace multiple different platforms – so how to translate this into a transformational new brand that would motivate scientists to switch?
distillation
The positioning needed to reflect a deep understanding of scientists’ motivations and use this to inspire them to put this new software platform at the heart of their journey of discovery - Distillery developed the Brand Promise, Get Closer To The Truth, which acknowledged that scientific discovery is a journey without end, while also leading creation of the brand name Ardia as well as identity, website and communications