From biotech cluster to pioneering life science enabler

biosaxony can look back on a successful history. Launched in 2009 with the biotechnology section, the cluster was soon able to expand its activities to include the fields of medical technology and healthcare. Today, biosaxony is a permanent institution and an enabler in the life sciences sector, beyond the borders of Saxony. With success come new expectations - from outside, but also from the team itself, which has long since grown into its new role. Time to open a new chapter - under a new brand.

Dynamic industry - idealistic core

Brand development in the life science industry is challenging. It is important to respect the codes of the community of researchers, investors and entrepreneurs and yet differentiate yourself. If biosaxony wants to reinvent itself, it has to manage the balancing act: exude entrepreneurial dynamism and authentically serve the idealistic values of the industry: human health and sustainability.

Vitality as a central element

Our PIO BEYOND team guides biosaxony towards its new brand identity in a multi-stage workshop series. The result: biosaxony becomes leap:up.

“During the process, we were quickly able to work out the central characteristic of the new brand: the leap forward,” explains Janne Thiemann, Concept Developer at PIO. “With ‘leap:up’, we have created a brand that moves people and their ideas forward - in a double sense: leap:up accompanies idea generators in their personal and professional development leap and at the same time brings their innovations to market maturity. This turns a promising idea into a real quantum leap - for those who had it and for the world.”

The raised colon stands for the feeling of a leap: from thinking to acting, from scientific theory to entrepreneurial practice and from mere potential to real economic success.

“At leap:up, we help giving life to science - and enabling science for life.”

The claim 'Life to science. Science for life' adopts the entire meaning of the term 'life science' and productively relates the two parts of the term to each other. The result: leap:up as a brand positions itself as a success-oriented enabler for the industry - and as connected to its central values of life and health.

This effect is also supported by the other elements of the brand identity, such as the color concept and the key visual.

Jennifer Zaumseil, graphic designer at PIO, explains: “The triad of blue, green and orange creates a mixture of warmth and objectivity. Blue stands for creativity and depth; green for clarity and progress; orange for energy, warmth and community.”

The dot matrix as a key visual picks up on the brand's colon and transforms it into a changeable, versatile design element. This increases the recognition value and conveys flexibility, dynamism and the will to design.

biosaxony completed the brand launch of leap:up in May 2024.