This testing laboratory had a well-established client base and a trusted name, but a stale brand and stagnant growth. They wanted to expand their offerings, and move past the perception that they were a highly-technical outfit geared toward other scientists. A new brand was developed that was modern, forward-looking, and crafted to be unintimidating to non-scientists, who are the vast majority of their customers. To soften the edges of the science, without dumbing it down. A brand that reflects the human side their customers had come to trust.