Healthcare & Life Sciences
A Distinct Brand Voice for LabCentral
Brand workshops give LabCentral clear positioning, refreshed impact reports, and a redesigned website.
LabCentral
The Client
- Company
- LabCentral
- 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.
Practice Areas
Brand PositioningMarketing Strategies