Los Angeles Project

The next generation of gene-editing

Role: Brand Strategy, Creative Direction, Copywriting

L.A.P. is a gene editing company designing the next generation. The founders of L.A.P. approached me to help them develop a cutting-edge brand that sits at the intersection of health and technology in preparation for their Seed funding. Due to the controversial nature of gene editing, the co-founders were dedicated to building a different biotechnology company that is independent, decentralized, and anonymous. I was tasked with translating their forward-thinking vision into strategic brand architecture and hiring a designer to bring the exact style to life.

Website: building.life

The logo features a bold and modern design in an 8-bit pixelated style, symbolizing the intersection of cutting-edge technology and scientific precision. The retro aesthetic of 8-bit art nods to the evolution of digital innovation, while its simplicity and geometric shapes evoke a sense of clarity and forward-thinking. The pixelated design mirrors the building blocks of DNA, subtly reflecting the gene editing focus of the company. This balance of technological nostalgia with futuristic intent encapsulates the brand's dedication to innovation in the field of gene editing.

The photography for this project draws inspiration from the intricate beauty of microscopic organic life, offering a visual representation of the cellular landscapes at the heart of gene editing. The imagery captures the complex structures and vibrant patterns observed when viewing cells under a microscope, blending natural forms with a futuristic aesthetic.

Additionally, the graphic design incorporates elements inspired by traditional gene sequencing bands, echoing the visual language of DNA analysis with graphic gradient bands.

We used these styles to develop creative visual ways to maintain the anonymity of employees and researchers.