LUNAC Therapeutics

Branding a next-gen life sciences start-up

Brand Positioning

Visual Identity

Web Design


LUNAC Therapeutics, a spin-out of the University of Leeds, approached us to create their visual branding. The start-up was built around a novel and revolutionary approach to anti-coagulant therapy, with the potential to transform patient lives by preventing blood clots with minimal risk of bleeding.

Our task was to clarify their brand positioning and key messaging, develop a logo and basic style guide and execute these in a website that could tell their story to potential investors, partners and recruits.


We conducted questionnaires and a remote workshop with key members to the LUNAC team to get to the heart of their brand’s purpose, position and personality. As part of this we explored their target audience, their USPs and their competitors, before distilling our recommendations into a 'Brand Pyramid' – a structured document that gave the team a strategic foundation for the future and a brief for the visual branding.

Next, we explored potential styles and logo concepts for the brand. We settled on a clean, modern and minimal style that reflected their values of Innovation, Safety, Efficacy and Professionalism. The logo itself was a visual expression of the idea of stopping bleeding by inverting a blood droplet within a protective surround.

LUNAC Therapeutics logo icon
LUNAC Therapeutics brand style guide
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Finally we turned to the website, where we collaborated with the LUNAC team to develop a detailed brief that captured all of their requirements. The site had to help position LUNAC as a new leader in anti-coagulant therapy, while providing details on the company, their science and act as a hub for their news-flow.

We helped refine their copy and build a simple and engaging user experience.  The site’s design reflected the style we had already developed for LUNAC – clean and modern with subtle scroll animation to help them tell their story.

LUNAC Therapeutics website landing page
LUNAC Therapeutics contact form
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"Very impressed with the bespoke service and quality, excellent response time. Would thoroughly recommend."

Helen / Founder / LUNAC Therapeutics


LUNAC were delighted with their new identity and website. They have since secured over £3m in investment funding and won 'Start-up of the Year' at the 2020 Bionow Awards. We looking forward to continuing to support them as their business develops.


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