A Distinct Brand Voice for LabCentral

Brand workshops give LabCentral clear positioning, refreshed impact reports, and a redesigned website.

LabCentral

The Client

Company: LabCentral Inc
Website: labcentral.org
Headquarters: Cambridge, US
Employees: 51-100

About LabCentral

LabCentral is a nonprofit biotech incubator and shared laboratory space operator based in Cambridge, MA, that provides fully-equipped lab facilities and comprehensive support services to early-stage life sciences startups. Lab Cambridge, and Harvard-affiliated labs, the organization has established itself as a premier launchpad for biotech entrepreneurs.

The Challenge

In the fast-moving world of biotech and life sciences startups, LabCentral had built its presence but needed to elevate its brand positioning. The goal was to be more than another name in the market: a distinct voice that clearly communicates its ethos and value proposition.

Our Approach

Chameleon Collective's Michael Saint-Aubin led the engagement with a series of immersive brand positioning workshops and interviews across the organization. Those deep-dives became the foundation for new brand pillars and a clear articulation of LabCentral's mission and core values.

The Impact

LabCentral began communicating its positioning with new clarity and confidence, resonating both in the market and inside its own teams. The work didn't stop at brand definition: Michael and LabCentral overhauled the company's annual impact reports, and he led a comprehensive redesign of the LabCentral website so its digital presence matched the refreshed identity.

The Work

Featured Expert

The Chameleon who led this engagement.

Brand Strategy Lead

Michael Saint-Aubin

View profile

Practice Areas

Brand PositioningMarketing Strategies

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