RUCDR Infinite Biologics – Rutgers University
RUCDR, a part of Rutgers University, is the world’s largest university-based biorepository and has been
perfecting the science of biobanking, bioprocessing and analytics since 1999. When RUCDR decided it was time for a new corporate and brand identity, Morris Weber was among the many agencies vying for the opportunity to partner with RUCDR, and was ultimately selected to develop and launch the division’s new brand identity.
This was no small task. Morris Weber quickly immersed itself in learning the scientific nature of RUCDR’s culture and began cultivating a strategy to develop a brand identity that would cater to both the scientific and industrial community. After meeting with key executives and departments, taking all elements into consideration, Morris Weber presented a series of logo ideas and treatments that were flexible enough to work within a multitude of media.
A Corporate Guideline manual was written to educate RUCDR employees on the proper use of their new identity. A seminar/web-ex meeting was held to answer any questions regarding the purpose behind the new identity and to encourage employees to use the identity correctly. Corporate stationery and business cards were created for employees to use to present their new identity to the public. Next, ads, direct mail, collateral materials, folders, brochures and sell sheets were developed. Simultaneously, Morris Weber developed a website reflecting this new direction.
The challenge was to create a website that addressed two different entities – Academic/Science and Industry/Services. Two color coded sections were created to guide the user to their respective areas. A “game” was developed to engage the user to answer key questions, providing RUCDR with valuable data that will help them further gear their services to their customers. Morris Weber works with RUCDR to update this extensive website (over 90+ pages) to keep scientific information up-to-date for its audience.