{"id":1791,"date":"2023-11-30T16:08:47","date_gmt":"2023-11-30T16:08:47","guid":{"rendered":"https:\/\/michaelclarkedesign.com\/?page_id=1791"},"modified":"2024-02-05T17:51:40","modified_gmt":"2024-02-05T17:51:40","slug":"home-10-2-2-2-2-2-3-2-2","status":"publish","type":"page","link":"https:\/\/michaelclarkedesign.com\/?page_id=1791","title":{"rendered":"Case Studies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1791\" class=\"elementor elementor-1791\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4987c4e e-flex e-con-boxed e-con e-parent\" data-id=\"4987c4e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cc360eb elementor-widget elementor-widget-spacer\" data-id=\"cc360eb\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1bc70d1 e-flex e-con-boxed e-con e-child\" data-id=\"1bc70d1\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ba8093 elementor-widget-tablet__width-initial elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"4ba8093\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Case Study: Rebranding<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6122e22 e-con-full e-flex e-con e-child\" data-id=\"6122e22\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b556071 elementor-widget__width-initial elementor-widget-tablet__width-initial elementor-widget elementor-widget-heading\" data-id=\"b556071\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">BioLife Solutions redesign their visual identity in 2019, shortly before I joined the company. The result of this new effort appeared less than optimal for a company that aspired to become a true global brand, and it was clear the brand needed revision to scale with the company's rapid growth and represent its position as a leader in its industry. The following is a brief overview of the process used to research, develop, and apply the new BioLife brand.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a13b747 e-flex e-con-boxed e-con e-parent\" data-id=\"a13b747\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0fa7ef0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"0fa7ef0\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-55ca1c2 e-flex e-con-boxed e-con e-child\" data-id=\"55ca1c2\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d01406e elementor-widget elementor-widget-heading\" data-id=\"d01406e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The case for change<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04a817c elementor-widget elementor-widget-heading\" data-id=\"04a817c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">BioLife Solutions Identity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-552e80b e-flex e-con-boxed e-con e-parent\" data-id=\"552e80b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-95f6f65 e-flex e-con-boxed e-con e-child\" data-id=\"95f6f65\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c339224 e-flex e-con-boxed e-con e-child\" data-id=\"c339224\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e3b0dc3 elementor-widget elementor-widget-image\" data-id=\"e3b0dc3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"405\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-1024x405.png\" class=\"attachment-large size-large wp-image-2231\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-1024x405.png 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-768x304.png 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-320x126.png 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-480x190.png 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x-800x316.png 800w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1@4x.png 1088w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7ffac8c e-flex e-con-boxed e-con e-child\" data-id=\"7ffac8c\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-141320d e-flex e-con-boxed e-con e-child\" data-id=\"141320d\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-88e3f51 elementor-widget elementor-widget-heading\" data-id=\"88e3f51\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 2019 BioLife Solutions brand was created to represent a company that provided \"cell and gene therapy tools\" to the biopharma market. The identity had issues in several areas. Its iconography presented a dated feel, with visual references that were more appropriate for a nuts-and-bolts hardware company than a global presence serving the leading edge of discovery and delivery of advanced therapeutics. Typography was unrefined and felt dated. The overall impression created by the visual was not consistent with the company's goal of establishing a modern global brand in their commercial space. Additionally, the tag line was too narrow for the range of products and services.         <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-acec546 e-flex e-con-boxed e-con e-parent\" data-id=\"acec546\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-937af96 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"937af96\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-71f56b5 e-flex e-con-boxed e-con e-parent\" data-id=\"71f56b5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4c1a296 elementor-widget elementor-widget-heading\" data-id=\"4c1a296\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Building the new brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-edc08a8 elementor-widget elementor-widget-heading\" data-id=\"edc08a8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A Focus on Process <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-43e7cc4 e-con-full e-flex e-con e-parent\" data-id=\"43e7cc4\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2e5207b e-flex e-con-boxed e-con e-child\" data-id=\"2e5207b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65cc35a elementor-widget elementor-widget-heading\" data-id=\"65cc35a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Shortcomings of the 2019 brand were largely the result of a lack of process in arriving at a comprehensive brand experience by identifying brand requirements and desired company attributes. Logos and assets had been produced, but the brand had not been adequately defined and documented. The following overview offers a quick look at the process used to guide development of the brand's outer expressions, while also defining and documenting a more purpose-driven brand story, personality, and voice. <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a050f0f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a050f0f\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-076131a e-flex e-con-boxed e-con e-child\" data-id=\"076131a\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-b494e14 e-con-full e-flex e-con e-child\" data-id=\"b494e14\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9afb6c6 elementor-widget elementor-widget-heading\" data-id=\"9afb6c6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Research<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3c0e303 e-flex e-con-boxed e-con e-child\" data-id=\"3c0e303\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e58b0ce elementor-widget elementor-widget-heading\" data-id=\"e58b0ce\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The initial rebranding phase included an overview of existing brands in the same commercial space, along with an analysis of features that tied each brand to its mission and proposed company attributes. Surveys were then designed to identify a series of attributes that would represent the company, driving development of the brand, and informing ongoing marketing efforts. These surveys consisted of a series of questions provided to company founders, senior management, team members across the organization, and selected external stakeholders. Several rounds of questions were submitted over a three-month period, followed by a series of small group and individual interviews, conducted for the purpose of identifying:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ea9592 elementor-widget elementor-widget-heading\" data-id=\"5ea9592\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Attributes<br>Stories and Themes<br>Customer Concerns<br>Differentiators and Competitive Advantages<br>Perceived Vulnerabilities<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca70951 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ca70951\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-40c3f65 e-flex e-con-boxed e-con e-child\" data-id=\"40c3f65\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-e17db88 e-con-full e-flex e-con e-child\" data-id=\"e17db88\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b26490b elementor-widget elementor-widget-heading\" data-id=\"b26490b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Attribute Modeling<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-710efdb e-flex e-con-boxed e-con e-child\" data-id=\"710efdb\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-20aeaf8 elementor-widget elementor-widget-heading\" data-id=\"20aeaf8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Once surveys were completed, results were compiled with the initial goal of identifying a hierarchy of attributes that were consistent with the Biolife's mission, its capabilities, and the image it wished to portray. Responses were weighted according to frequency and diagrams were created to help visualize the relationships and relative importance of each entry. These diagrams were tested and revised over a period of several weeks.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-657a492 elementor-widget elementor-widget-image\" data-id=\"657a492\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"663\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-1024x663.png\" class=\"attachment-large size-large wp-image-2288\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-1024x663.png 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-768x497.png 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-320x207.png 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-480x311.png 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB-800x518.png 800w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Artboard-1-copyB.png 1224w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c352a8 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3c352a8\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3d30938 e-flex e-con-boxed e-con e-child\" data-id=\"3d30938\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4c17596 e-con-full e-flex e-con e-child\" data-id=\"4c17596\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-96d1754 elementor-widget elementor-widget-heading\" data-id=\"96d1754\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Initial Brand Summary<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a19f24a e-flex e-con-boxed e-con e-child\" data-id=\"a19f24a\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-574f07a elementor-widget elementor-widget-heading\" data-id=\"574f07a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The workflow solutions BioLife provides enable their customers to reliably address multiple points of potential failure in their processes, delivering therapies that maintain viability throughout the cycles of development and delivery. Stakes are high, and risks of failure include undesirable patient outcomes and a lack of payment for the therapy providers. Given this environment, it was no surprise that TRUST was identified as the core attribute that all other company attributes needed to support. From that point, a hierarchy was constructed with a branching structure of supporting attributes. These were used to inform design of the new visual brand and to guide creative direction on new efforts.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9e7995 elementor-widget elementor-widget-heading\" data-id=\"b9e7995\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Initial Brand Summary Document<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bde905 elementor-skin-slideshow elementor-arrows-yes elementor-widget elementor-widget-media-carousel\" data-id=\"7bde905\" data-element_type=\"widget\" data-settings=\"{&quot;skin&quot;:&quot;slideshow&quot;,&quot;lazyload&quot;:&quot;yes&quot;,&quot;speed&quot;:600,&quot;autoplay_speed&quot;:5500,&quot;effect&quot;:&quot;slide&quot;,&quot;show_arrows&quot;:&quot;yes&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;space_between&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]}}\" data-widget_type=\"media-carousel.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper\">\n\t\t\t\t\t<div class=\"elementor-main-swiper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Slides\">\n\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B3\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B3.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B4\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B4.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B5\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B5.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B6\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B6.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B7\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B7.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B8\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B8.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B9\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B9.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B10\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B10.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B11\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B11.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B13\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B13.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B14\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B14.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-prev\" role=\"button\" tabindex=\"0\" aria-label=\"Previous\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-left\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M646 125C629 125 613 133 604 142L308 442C296 454 292 471 292 487 292 504 296 521 308 533L604 854C617 867 629 875 646 875 663 875 679 871 692 858 704 846 713 829 713 812 713 796 708 779 692 767L438 487 692 225C700 217 708 204 708 187 708 171 704 154 692 142 675 129 663 125 646 125Z\"><\/path><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-next\" role=\"button\" tabindex=\"0\" aria-label=\"Next\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-right\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M696 533C708 521 713 504 713 487 713 471 708 454 696 446L400 146C388 133 375 125 354 125 338 125 325 129 313 142 300 154 292 171 292 187 292 204 296 221 308 233L563 492 304 771C292 783 288 800 288 817 288 833 296 850 308 863 321 871 338 875 354 875 371 875 388 867 400 854L696 533Z\"><\/path><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-swiper\">\n\t\t\t\t\t<div class=\"elementor-main-swiper swiper elementor-thumbnails-swiper swiper\" role=\"region region\" aria-roledescription=\"carousel carousel\" aria-label=\"Slides Slides\">\n\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B3\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B3.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B4\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B4.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B5\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B5.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B6\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B6.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B7\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B7.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B8\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B8.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B9\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B9.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B10\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B10.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B11\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B11.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B13\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B13.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"Brand Summary Visual 3B14\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/Brand-Summary-Visual-3B14.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0076bf3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"0076bf3\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-739c7e2 e-flex e-con-boxed e-con e-child\" data-id=\"739c7e2\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-837d77a e-con-full e-flex e-con e-child\" data-id=\"837d77a\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a02df88 elementor-widget elementor-widget-heading\" data-id=\"a02df88\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Redesigning Brand Visuals<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6bf09d6 e-flex e-con-boxed e-con e-child\" data-id=\"6bf09d6\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-da3bc79 elementor-widget elementor-widget-heading\" data-id=\"da3bc79\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">With company attributes identified and a hierarchy in place, development began on the new visual brand. The goal was to work with abstract visuals and references that best aligned with the company's attributes in their order of importance. These are a few requirements documented to guide the design:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7826333 elementor-widget elementor-widget-heading\" data-id=\"7826333\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span data-elementor-setting-key=\"title\" data-pen-placeholder=\"Type Here...\" style=\", sans-serif;font-style: normal\">Clean, Modern, Precise<\/span><br>Conveys Strength &amp; Stability<br><span data-elementor-setting-key=\"title\" data-pen-placeholder=\"Type Here...\" style=\", sans-serif;font-style: normal\">Enduring <\/span><br>Quickly Recognizable, Easy to Differentiate<br><span data-elementor-setting-key=\"title\" data-pen-placeholder=\"Type Here...\" style=\", sans-serif;font-style: normal\">Adaptable, Scalable<br><\/span>Memorable, Engaging<br>Narrative Qualities a Plus<br>Leveraging Familiarity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8e57b9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a8e57b9\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2538853 elementor-widget elementor-widget-heading\" data-id=\"2538853\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Early Candidates for Logo and Type Treatments<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae465e8 elementor-skin-slideshow elementor-arrows-yes elementor-widget elementor-widget-media-carousel\" data-id=\"ae465e8\" data-element_type=\"widget\" data-settings=\"{&quot;skin&quot;:&quot;slideshow&quot;,&quot;lazyload&quot;:&quot;yes&quot;,&quot;speed&quot;:600,&quot;autoplay_speed&quot;:5500,&quot;effect&quot;:&quot;slide&quot;,&quot;show_arrows&quot;:&quot;yes&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;space_between&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]}}\" data-widget_type=\"media-carousel.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper\">\n\t\t\t\t\t<div class=\"elementor-main-swiper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Slides\">\n\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_06\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_06.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_07\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_07.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_05\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_05.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_04\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_04.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_03\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_03.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_02\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_02.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_01\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_01.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-prev\" role=\"button\" tabindex=\"0\" aria-label=\"Previous\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-left\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M646 125C629 125 613 133 604 142L308 442C296 454 292 471 292 487 292 504 296 521 308 533L604 854C617 867 629 875 646 875 663 875 679 871 692 858 704 846 713 829 713 812 713 796 708 779 692 767L438 487 692 225C700 217 708 204 708 187 708 171 704 154 692 142 675 129 663 125 646 125Z\"><\/path><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-next\" role=\"button\" tabindex=\"0\" aria-label=\"Next\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-chevron-right\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M696 533C708 521 713 504 713 487 713 471 708 454 696 446L400 146C388 133 375 125 354 125 338 125 325 129 313 142 300 154 292 171 292 187 292 204 296 221 308 233L563 492 304 771C292 783 288 800 288 817 288 833 296 850 308 863 321 871 338 875 354 875 371 875 388 867 400 854L696 533Z\"><\/path><\/svg>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-swiper\">\n\t\t\t\t\t<div class=\"elementor-main-swiper swiper elementor-thumbnails-swiper swiper\" role=\"region region\" aria-roledescription=\"carousel carousel\" aria-label=\"Slides Slides\">\n\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_06\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_06.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_07\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_07.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_05\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_05.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_04\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_04.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_03\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_03.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_02\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_02.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-carousel-image swiper-lazy\" role=\"img\" aria-label=\"LC_01\" data-background=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/LC_01.jpg\">\n\n\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader\"><\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4a9b28 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b4a9b28\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3af3fe9 elementor-widget elementor-widget-heading\" data-id=\"3af3fe9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Final Logo Design<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09f76d5 elementor-widget elementor-widget-image\" data-id=\"09f76d5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1\" height=\"1\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Logo_MASTER_PMS_2col.svg\" class=\"attachment-large size-large wp-image-2457\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4caf948 elementor-widget elementor-widget-heading\" data-id=\"4caf948\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The final design for BioLife's new logo was selected for its clear, classic, memorable structure, and its ability to scale through customized application to various internal platforms and product verticals. Additionally, the logo presented a simple narrative opportunity, referencing a cell protected by a box \u2014 a theme consistent with BioLife's mission to protect the viability of living therapies.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-813584e elementor-widget elementor-widget-heading\" data-id=\"813584e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Revising the Tag Line<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f93b168 elementor-widget elementor-widget-heading\" data-id=\"f93b168\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The company's tag line was updated to move away from the pedestrian reference to \"tools\" in favor of a statement that offered language that was more comprehensive and solution-oriented. In considering the words \"Tools\" vs \"Solutions\", it was clear that the concept of providing a solution to the customer's problems existed at a higher level than selling them tools to address their needs. I was also more appropriate to reference solutions, as some of Biolife's newer offerings were more aligned with services than products. <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2717cab elementor-widget elementor-widget-heading\" data-id=\"2717cab\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Original Tag Line<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e67e20 elementor-widget elementor-widget-heading\" data-id=\"5e67e20\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Cell and Gene Therapy Tools<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26a9995 elementor-widget elementor-widget-heading\" data-id=\"26a9995\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Revised Tag Line<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d93be3 elementor-widget elementor-widget-heading\" data-id=\"0d93be3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Class-defining Solutions for Bioproduction Workflows<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-961066d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"961066d\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-20871b1 e-flex e-con-boxed e-con e-child\" data-id=\"20871b1\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3bfa803 e-con-full e-flex e-con e-child\" data-id=\"3bfa803\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b2874a7 elementor-widget elementor-widget-heading\" data-id=\"b2874a7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand Documentation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ce94a24 e-con-full e-flex e-con e-child\" data-id=\"ce94a24\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-353d4ba elementor-widget elementor-widget-heading\" data-id=\"353d4ba\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand Guide<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5588db3 elementor-widget elementor-widget-heading\" data-id=\"5588db3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Following finalization of the visual brand, a Brand Guide was created to document specifics of style, colors, fonts, approved usage, etc. The guide also provided an explanation of the new brand architecture as it applied to BioLife's main platforms, along with signature color treatments to identify each platform and its associated product lines.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25383a3 elementor-widget elementor-widget-image\" data-id=\"25383a3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy-1024x724.jpg\" class=\"attachment-large size-large wp-image-179\" alt=\"BioLife Solutions Brand Guide\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy-1024x724.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy-300x212.jpg 300w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy-768x543.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy-1536x1086.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-1-copy.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f5e1caf e-flex e-con-boxed e-con e-child\" data-id=\"f5e1caf\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-70ced9a elementor-widget elementor-widget-image\" data-id=\"70ced9a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-1024x724.jpg\" class=\"attachment-large size-large wp-image-2489\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-1024x724.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-768x543.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-1536x1086.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-2048x1448.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-320x226.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-480x339.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_03-800x566.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a9b83f elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"1a9b83f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-16-1024x724.jpg\" class=\"attachment-large size-large wp-image-193\" alt=\"BioLife Solutions Brand Guide\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-16-1024x724.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-16-300x212.jpg 300w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-16-768x543.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2023\/11\/BioLife_Solutions_2023_Complete_Brand_Guide-16.jpg 1199w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c85892 elementor-widget elementor-widget-image\" data-id=\"3c85892\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-1024x724.jpg\" class=\"attachment-large size-large wp-image-2488\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-1024x724.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-768x543.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-1536x1086.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-2048x1448.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-320x226.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-480x339.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/01\/BioLife_Solutions_2023_Complete_Brand_Guide_Page_20-800x566.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c47785e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c47785e\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-62c4da3 e-flex e-con-boxed e-con e-child\" data-id=\"62c4da3\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-21ace05 e-con-full e-flex e-con e-child\" data-id=\"21ace05\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3f40bd elementor-widget elementor-widget-heading\" data-id=\"a3f40bd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand Applications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d14ab9f e-flex e-con-boxed e-con e-child\" data-id=\"d14ab9f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bd02d31 elementor-widget elementor-widget-heading\" data-id=\"bd02d31\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand in Use \u2014 Expressions Across Multiple Platforms<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef8ac12 elementor-widget elementor-widget-heading\" data-id=\"ef8ac12\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Rebuilding the BioLife Solutions brand posed a number of challenges due to the company's rapid growth over a roughly 3-year period. During that time several companies were acquired by BioLife as it sought to complement its core offerings with a more comprehensive portfolio of products and services designed to support various phases of the bioproduction workflow. As some of these acquired entities had substantial brand equity of their own, the Marketing Team was tasked with incorporating existing brands into the parent brand while retaining enough of each entity's identity to leverage existing name recognition in their individual markets. This was a primary driver behind the need to develop an iconic logo that would allow continued use of the acquired company names and still reference BioLife Solutions. Below are a few examples illustrating application to product and video.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-20e896a elementor-widget elementor-widget-image\" data-id=\"20e896a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-1024x512.jpg\" class=\"attachment-large size-large wp-image-2533\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-1024x512.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-768x384.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-1536x768.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-2048x1024.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-320x160.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-480x240.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication-800x400.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b38372c elementor-widget elementor-widget-image\" data-id=\"b38372c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-1024x512.jpg\" class=\"attachment-large size-large wp-image-2532\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-1024x512.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-768x384.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-1536x768.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-2048x1024.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-320x160.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-480x240.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication2-800x400.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba22f47 elementor-widget elementor-widget-image\" data-id=\"ba22f47\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-1024x512.jpg\" class=\"attachment-large size-large wp-image-2531\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-1024x512.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-768x384.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-1536x768.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-2048x1024.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-320x160.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-480x240.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication3-800x400.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d657e7 elementor-widget elementor-widget-image\" data-id=\"6d657e7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-1024x512.jpg\" class=\"attachment-large size-large wp-image-2530\" alt=\"\" srcset=\"https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-1024x512.jpg 1024w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-768x384.jpg 768w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-1536x768.jpg 1536w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-2048x1024.jpg 2048w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-320x160.jpg 320w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-480x240.jpg 480w, https:\/\/michaelclarkedesign.com\/wp-content\/uploads\/2024\/02\/BLFS_ProductApplication4-800x400.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a06efb elementor-widget elementor-widget-video\" data-id=\"7a06efb\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/908439996?autoplay=1&amp;playsinline=1&amp;color=636363&amp;autopause=0&amp;loop=1&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Case Study: Rebranding BioLife Solutions redesign their visual identity in 2019, shortly before I joined the company. The result of this new effort appeared less than optimal for a company that aspired to become a true global brand, and it was clear the brand needed revision to scale with the company&#8217;s rapid growth and represent [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1791","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/pages\/1791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1791"}],"version-history":[{"count":280,"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/pages\/1791\/revisions"}],"predecessor-version":[{"id":2591,"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=\/wp\/v2\/pages\/1791\/revisions\/2591"}],"wp:attachment":[{"href":"https:\/\/michaelclarkedesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}