Double Helix is a market research & market access consultancy in the healthcare sector. We were challenged with the task of bringing the brand up to date with a rebrand and a new website.
We ran a 2-day workshop with the Double Helix team to help extract the core purpose of the brand. What came out of it was their ability to look at challenges from a new perspective and their passion for unravelling complexity to create elegant solutions.
A google search for "double helix logo" revealed that countless brands use the name, and the vast majority (including our client) look at it from the same old perspective. We asked: "what if we look at the double helix form not from the side, but from the end?" and a new brand identity was born. We then applied the same colours and simplicity that informed the identity across the website and brand touchpoints.
The Double Helix team were overwhelmingly in favour of the redesign, and the response has been extremely positive. Some of our favourite quotes from the senior leadership team:
"Looks like a company that I would want to work for."
"Young, vibrant, reflects us in an innovative light."
"An evolutionary step forward."
"It's not ugly, per se."