A refreshed brand to deliver a reshaped story
Fluid has worked with Medicines Discovery Catapult (MDC) for several years, having first developed their brand identity back in 2019.
Towards the end of 2024, the team at MDC asked Fluid to explore a refresh of the visual identity. As an organisation they had undergone some repositioning work – reshaping their story and considering new ways to use it in their messaging making sure it closely connects to the needs of their customers and partners. They now wanted to elevate their brand visual to reflect this new narrative.
We began by establishing where the brand was, and where we wanted to move it towards, as well as defining the key themes of the refreshed brand narrative. Momentum, transformation and change all dominated from a thematic point of view, leading us to explore a visual which would preserve the brand’s trusted and reputable foundations whilst also promoting the new vision for the MDC story.
Hexagons emerged as the route forward. They are synonymous with science, and can be found across biology, chemistry and in nature. They are also a symbol of balance, strength and efficiency, and are associated with the concept of interconnectedness, order and professionalism. All key attributes of the MDC brand.
Dynamic hexagons have been created to inject momentum and movement into the brand. This echoes MDC’s drive for transformation and change. Each dynamic hexagon consists of a classic unaltered hexagon at the core. This is then flanked by two further hexagons which have each undergone point distortion, and have been scaled, coloured, and offset to achieve movement and depth.
The classic hexagon at the core represents strength, stability, and reliability. The two additional hexagons represent MDC as a game-changer at the frontier of drug discovery through constant innovation, and the ability to flex to different needs and audiences within the world of drug discovery.
As the refreshed brand identity is rolled out across all touchpoints, the stage is set for MDC to continue growing while ensuring its brand remains modern, relevant and elevated in an ever-evolving sector.
