- Big Data & Analytics
A generative brand identity for the first revolution in chemistry since 1819
Based at Glasgow University, Cronin — named after Professor Lee Cronin — has succeeded in digitising chemistry. Its DigitalGlassware allows experiments to be performed and recorded, with the results uploaded to a shared cloud, freeing chemists to capture, record and discover together, in real time and on a global scale. Moving Brands was invited by this start-up that makes chemistry recordable, reproducible and shareable. We defined a strategy, created a living identity (including a bespoke typeface with generative expressions which reflect the three states of matter in chemistry – liquid, solid and gas), as well as building a website and designing product packaging.
A chemistry brand unlike any other
The result of an intensive immersion week in Glasgow was our realisation that Cronin’s unique proposition gave the company the potential to define its own category, rather than behaving like any other chemistry brand. We began by giving the company a distinct name that speaks to chemistry at its essential, molecular level — deepmatter.
The brand story captures how deepmatter’s digital tools liberate chemists from the workbench, freeing them to focus on what is most exciting, most valuable — pushing the boundaries of knowledge. We distilled this idea into:
A simple, bold promise
The proposition — the fastest path to discovery — is a simple, bold promise to companies, teams and individuals. It conveys concisely all the benefits that deepmatter brings: accelerated growth, increased accuracy, better collaboration and greater freedom to focus on what is exciting. We encapsulated deepmatter’s distinct behaviour as intrepid, intelligent and inclusive.
A typeface as distinct as the brand
Our approach was inspired by the fundamental idea of ‘code & chemistry’. This is reflected in the core asset of the deepmatter identity — Deep Mono, the bespoke typeface we designed in collaboration with Colophon Foundry. It is expressed three states reflecting the three states of matter in chemistry – gas, liquid, and solid. It stamps the brand’s unmistakable presence wherever it appears, combining the structural forms of coding with the organic forms of chemistry.
Launch and immediate expansion
Marking the first revolution in chemistry for 200 years, the deepmatter brand launched in 2018. In less than a year, deepmatter acquired InfoChem, a specialist in cheminformatics, for £2m, while also raising £4m in an ‘oversubscribed fundraising’.