Remember Angelina Jolie making headlines when she publicized her BRCA gene test results? Well, our scary-smart new buddies at Biosearch make the kits used to perform those kinds of tests. Some companies make car parts. Biosearch makes custom oligonucleotides. Say whaaaat?
Call ‘em oligos for short. Basically, they’re single strands of DNA that Biosearch custom-creates based on whatever pattern the customer requests (e.g. AGTCTGGAC).
These custom oligos can then be used to discover some pretty amazing stuff. If you wanted to map your personal genome, Biosearch might be the one making your test kit. Or when winemakers need to make sure their vino isn’t spoiled (spoilt?), they turn to Biosearch’s tools. The list of applications goes on and on. DNA testing in murder cases. Screening the air for biological warfare threats. It’s the stuff of the future, we tell you!
Biosearch pioneered this dope technology back in ‘83, and they wanted to celebrate their big 3-0 with swagger. Existing biotech advertising made it easy to know what not to do. We wanted Biosearch to flip biotech advertising on its head, the same way they flipped genomic discovery on its head decades ago. And then, this happened.
DNA + pinot noir = microbe-free deliciousness.
Ok we pitched Angie, but the client wasn't even interested in what it would cost - a case of sticker shock before you even know the price. So, the kaleidoscope works for a lot of reasons, aside from offering new perspective. It implies perfect symmetry and precision (Biosearch’s #1 attribute). It’s beautifully eye-catching and looks nothing like the competition. And the idea of multiplication was a natural fit, given that Biosearch can create thousands of identical oligos in a single day. (We swear it makes sense if you understand nerdy things like oligos and qPCR.)
We still think Angie would have sold more test kits.