A brand to create hope and light where there’s only darkness.
Beacon are a bold new ground breaking retinal gene therapy company focussed on restoring and preserving sight. One of the rare conditions they are addressing takes the sight of young men in a short number of years. Currently there is no cure available. The doctors refer to it as ‘waiting for darkness’.
How do you create a brand that signals the hope of a bright new future where there has only ever been complete darkness? It all started with the name. Our client had a real desire to create a brand built around the patient and their emotional needs. They wanted the brand to be as human as possible, to embody hope and to emotionalise their ground breaking science. This required a conscious shift away from the visual pre-conceptions seen often within the science sector.
The project included: Brand strategy, brand proposition, naming, visual identity, full channel brand activation, motion design, website UX/UI & build, brand guidelines.
We generated 250+ names in the long list Across 3 territories to create the name Beacon:
1. Innovation, Science & Mythology
2. Nature and vision
3. Trust and integrity
Beacon is a simple message based on the signal for improvement. The beacon of light that forms that signal. The name and brand strategy informed the complete direction of the visual language.
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“Beacon’s brand has proved hugely successful in defining our new identity and acting as an anchor point for the integration of legacy companies internally. The clarity of our brand has also been well received externally, with a simple message and clear lineage to our ophthalmology mission.”
Ben Rigby – VP, Business Operations, Beacon
Accessible digital performance
Understanding the diverse needs of Beacon’s audiences, we strategically developed a brand-new website that seamlessly merged functionality with accessibility.
Using a modern and flexible WordPress CMS, our solution involved a simplified approach to navigation to ensure a user-friendly experience, aligning with the inclusive platform Beacon aimed to establish. We implemented high-contrast colour schemes and customisable font sizes to cater to varying visual needs.
Additionally, interactive elements were designed with keyboard navigation in mind, guaranteeing an inclusive experience for users with different abilities. These features extended beyond conventional design considerations, striking a delicate balance with the visual identity of the brand.
