Moving Brands


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Client: deepmatter
Sector: Big Data & Analytics
Brief: Branding

A generative brand identity for the first revolution in chemistry since 1819

Based at Glasgow University, Cronin — named after Professor Lee Cronin — has succeeded in digitising chemistry. Its DigitalGlassware allows experiments to be performed and recorded, with the results uploaded to a shared cloud, freeing chemists to capture, record and discover together, in real-time and on a global scale. Moving Brands was invited by this start-up that makes chemistry recordable, reproducible and shareable. We defined a strategy, created a living identity (including a bespoke typeface with generative expressions which reflect the three states of matter in chemistry – liquid, solid and gas), as well as building a website and designing product packaging.

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