Sharpening the Narrative: Rebranding Lygos for the Next Chapter.
Lygos was ready to scale — but its story wasn’t. The company looked and sounded like every other biotech startup: complex, safe, and forgettable. I led a full rebrand to reposition Lygos around sustainable specialty chemicals — with a sharper narrative, bolder identity, and messaging that cut through the noise.
Problem
The Lygos brand was lost in a sea of sameness.
It looked and sounded like every other biotech company — full of technical language, legacy visuals, and vague positioning.
How do you build a differentiated brand that actually connects — with investors, partners, and the market at large?
Solution
Challenge convention.
We built a bold new brand foundation — from visual identity to messaging — that helped distance Lygos from its biotech roots and repositioned it squarely in the world of sustainable specialty chemicals.
We even borrowed from the biotech industry itself — applying a DBTL (Design, Build, Test, Learn) cycle to continuously refine the narrative based on stakeholder feedback.
The result? A story so sharp, it could make Hattori Hanzō jealous.
Samples of the updated visual identity and key messages for Lygos
Outcome
- Built and launched a full rebrand and new website in under 90 days
- Created a messaging platform aligned leadership, product, and commercial teams
- Developed a visual and verbal identity that reflected Lygos’ true positioning
- Crafted a clear and powerful narrative that enabled Lygos to secure strategic deals, grants, partnerships, and investments
“This is the best and most clear narrative I’ve seen in my 10+ years.”
— Investor at a global venture firm