Change at heart of branding exercise

HOW do you brand a company that morphs loose ideas dreamed up by academics into solid business proposals, good enough to succeed in the marketplace?

That’s the challenge that has been accepted by Edinburgh-based advertising giants, The Union, which has landed a branding contract from the Scottish Enterprise-backed ITI Life Sciences, which aims to turn Life Sciences work taking place in universities into commercial propositions.

ITI Life Sciences is one of three parts to ITI Scotland, which is a company set up by Scottish Enterprise three years ago.

Expect something completely different to predictable pictures of test tubes and people wearing lab coats; instead, imagery that seeks to communicate the act of morphing.

Says Daniel Clare, managing director of The Union off-shot, Union Direct: “We are delighted to be working with ITI Life Sciences. We are impressed by their dynamism and clear focus which they want to take into their marketing material. This is a great opportunity to produce good work in a sector not normally associated with high levels of creativity.”