Global Life Science Business Abcam Launches Rebrand with Campaign from The Romans

Global life science company, Abcam, today announces the launch of its rebrand across digital, social, and editorial channels.

It’s new 'Progress Happens Together' platform has been born out of research conducted by Davies + McKerr, which shows scientists emotionally connect with the idea that breakthroughs are the result of the combined efforts of a team, and not just one exceptionally brilliant mind.

To launch the new positioning, Abcam has developed a series of global media partnerships spanning film, podcasts and editorial, working with The Guardian, Pop-Up Magazine and one of the most influential publications in the sector, Science, to tell the real stories of scientists with unique perspectives. The podcasts, available on Spotify and Apple, feature writer and broadcaster Sean Sanders talking to leading scientists who share their personal stories that have led to incredible outcomes, with guests including Malcom Skingle, academic liaison director at GSK, and assistant professor at NYU Langone Health (and former stand-up comedian) Dr. Shruti Naik.

Working with PR agency, The Romans, Abcam discovered that 61% of adults believe that scientific breakthroughs happen as a result of one or two geniuses, when in reality, they take a team of exceptional individuals. To this end, a blue plaque has been unveiled at the Institute of Cancer Research in London to commemorate all 41 of the scientists who discovered the BRCA2 breast cancer gene in 1995. The unveiling was attended by those involved in the original discovery, including Professor Sir Mike Stratton, in advance of World Cancer Day on 4th February.

UK design agency Bond & Coyne were responsible for designing Abcam’s new brand concept and its application. The design reflects a sense of optimism, new horizons and forward progress, and uses colours inspired by the fluorescent protein labelling dyes used by Abcam’s customers.

Graham Bednash, VP brand marketing at Abcam, said, “It’s about time we celebrate the amazing work scientists do and the way they work as a community to make the breakthroughs we take for granted. ‘Progress Happens Together’ perfectly expresses how the science community makes world-changing discoveries when we are united in our efforts.”