Pictura Bio
Year
Industry
Bio / Diagnostics
Making on-demand diagnostics a reality with technology that helps medical practitioners see, quickly, what’s making their patients sick at the point of care.
New name, new ecosystem
Not just in need of a new name for their brand, but a whole branded ecosystem was created to name each area of their proprietary tech.
Diagnostics evolved
Brand look and feel rooted in the technology it is developing. By digging into the workflow this machine learning diagnostics device will execute, we discovered the brands aesthetic.
Continued Support
As Pictura's techonology has evolved from a whole lab to a desktop device, we've continued to support through pitch deck creation, storytelling support, design, copywriting & video production.
Total transformation, needed.
When Pictura Bio (then OxDx) approached Cohesion Labs, they had an unworkable name, groundbreaking technology, and a struggled to capture investor attention. To stand out in a crowded space, they needed a brand that effectively communicated the logic of their tech and its ecosystem, while still delivering a compelling and memorable message to investors. With countless presentations to deliver in the coming months, this company needed brand materials that were eye-catching, on message, and seamlessly connected.
Our approach.
We started by interrogating the technology, the category and the goals of what this company was going to deliver. Their new name, Pictura Bio, leads with what makes them different: their recognition technology paints and photographs respiratory samples as a new method for identifying pathogens. With redeveloped tie-in names for their hardware and software (VISTA and PIC-ID), we created a full ecosystem that worked in obvious harmony. The supporting design environment - which draws on the grid work and viewfinder imagery one would find in digital photography - visually reinforces this ecosystem, while also evoking the speed and precision Pictura Bio delivers.
Once the look, feel, and sound of this new core brand was established, Cohesion Labs readied the company for a fresh investment push with prestige assets: 3D renders of their hardware, logo animations, environment website redesign and a suite of headshots for the team.
The outcome.
A distinct logo, website and digital experience continues to contribute to the Pictura's growth and recognition.
With assets that finally communicate their groundbreaking vision for the future of medical technology, Pictura Bio recently secured DASA funding through the Point of Care Diagnostics at the Front Line competition, and will be developing a portable prototype of the AI-powered disease testing platform.
