Responses by Adrian Caddy, founder, Greenspace.
Background: A Toronto-based life science start up, ProteinQure is an integrated discovery company specializing in computational peptide drug design and powered by atomic-level biophysics and AI. We delivered a 360-degree transformation of the company’s overall identity as ProteinQure approached its Series A funding cycle. Working closely with ProteinQure, we completely overhauled the company brand, visual identity, website and collateral applications. The project was a step change for ProteinQure and gave the team the confidence to tackle the next phase of their growth with a bold, well-formulated brand and visual identity.
Design thinking: We focused on understanding the core technical and scientific nature of ProteinQure and then translated it into a visually exciting, coherent design. To apply our five-step strategy approach, we started with a kick off workshop in Toronto, outlining the business goals and brand ambitions and understanding the relevant issues and essential market insights. Following this, we conducted in-depth interviews with each of the stakeholders, including advisors, investors and management.
This created the foundation for the strategy development, which included workshops with the management team in Toronto. This strategy work resulted in the formulation of the ProteinQure brand challenge, mission, values, and, most importantly, the brand manifesto and legacy idea of “dare to deliver.”
Challenges: In a highly competitive market, there are two main reasons why life science companies need well-designed brands and assets: to attract both visitors and talent. The most challenging and rewarding aspect of the work lay in creating a brand and visual identity that both conveyed the company’s ethos accessibly while remaining technically accurate.
The journey toward creating a successful life sciences brand starts with uncovering what motivates the company. Our storytelling approach asks fundamental questions, such as: Why does the company exist? What are its aspirations? What legacy does it hope to leave?
ProteinQure is designing innovative therapeutics and drug delivery systems to bring hope to patients with previously untreatable diseases. By daring to deliver therapeutics in novel ways, the company redefines the future of drug development. A crucial moment in the work was to convey this message accurately through the brand manifesto. The client was eager to express this internally, so we created a film, too, that articulated it. Together with the client, we pushed boundaries every step of the way.
Favorite details: ProteinQure’s brand galvanized the team with a sense of renewed confidence and shared purpose. Cofounder Mark Fingerhuth notes that the process reinvigorated the entire organization, creating clarity around the next stage of development.
Our tailored approach proved successful. One of our biotechnology clients remarked that Greenspace makes companies “look ready for the investment they need,” positioning them as organizations that investors want to fund and talented professionals want to join. This makes us proud.
New lessons: Working with ProteinQure was incredibly rewarding. The scientific team brought a level of forensic scrutiny to the design work that few others could match. Their commitment to detail, along with the personal input and investment they brought to the process, made collaboration truly enriching. Throughout the process, they were not only receptive and patient but also exceptional listeners. Their remarkable focus and drive were evident at every stage of the project, making them ideal to partner with.
Visual influences: The Q symbol in ProteinQure’s wordmark references the cell, linker, payload and peptide—key components of protein drug therapeutics. We studied the digital models developed by the scientific team and simplified them into a series of shapes to create the brand’s visual language, one rooted in strategy. To deliberately avoid an identity that felt sleek and corporate, we drew influences from sources as diverse as techno music, video game graphics, science fiction interfaces and streetwear—even from dark-mode code editors to the opening titles of the cult anime series Neon Genesis Evangelion!
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