Invitrogen
Laying the Foundation for a Leadership Brand

The Challenge: Invitrogen wanted to become a major player in life sciences. But how could a relative up-and-
comer make a significant and lasting market impact?

The Solution: To support Invitrogen’s growth plans, including an aggressive acquisition strategy, MiresBall developed a brand platform with top-level guidelines for integrating new brands. A radical departure from the industry standard, the brand’s bold, aspirational personality captured Invitrogen’s entrepreneurial spirit and commitment to scientific innovation. We executed the brand at almost every public touch-point, from print communications, advertising and packaging to audio for the company’s call management center. A year after adopting the platform, Invitrogen proceeded with the acquisition of a competitor three times its size.

The Result: Equipped with a cohesive brand strategy and strong creative assets, Invitrogen successfully integrated its competitor’s brand. Months later in-depth research confirmed that customers made the transition—and Invitrogen was poised to become a leader in life sciences.