As a brand, Bio-Techne has a diverse array of needs. The company needs to appear modern, smooth, contemporary. It must not compete with its contemporaries in the field of bioscience, but tech more broadly. That was the first step in discovering its new identity. Over a process that lasted a little under a year, I worked closely with the creative team at Bio-Techne to fully transform the company into a fully modern media presence that stands at the pinnacle of its field.