Botanical testing company Alkemist Labs lacked a unified brand presence and clear messaging to convey its services. Before enlisting design firm MSLK, the company used multiple names and logos across different platforms. To make science approachable, its new logo fuses the letter A with a beaker surrounded by a molecule-inspired hexagon, and serves as their seal of approval on their certification documents. The website was inspired by the hexagon’s angles, combining duotone photography and a sophisticated color palette to effectively guide users through the content. The results have been overwhelmingly positive. Alkemist Labs CEO Élan Sudberg said: “After MSLK’s brand repositioning and marketing, we had our best month ever. Consistently my sales increased by 20 percent, which we attribute to the positive buzz, marketing awareness and general positive energy around our brand.”