CASE STUDY
Azenta Life Sciences
Transforming a brand to advance its pursuit of scientific progress
Challenge
Brooks Automation, a leader in semiconductor automation, embarked on a journey nearly a decade ago into the life sciences space. The strategy was to leverage its unique expertise in cryogenic automation to address the growing need for biosample storage and management. The result was a resounding success as the company grew both organically and inorganically to become a niche life sciences powerhouse providing unrivaled sample exploration and management solutions to help customers bring impactful breakthroughs and therapies to market faster.
The life science business was strong, capable and ready to stand on its own. In order to separate the two businesses, the company announced the sale of the semiconductor operations with the intention to use the proceeds to funnel significant investment into the life sciences arm of the company. The semiconductor business retained the Brooks name and Brooks Life Sciences was now ready to transform into a pure life sciences brand.
Solutions
Brooks Life Sciences partnered with Prophet to develop into a strong brand that has an integrated strategy, strong positioning, a story that inspires and a look and feel that is modern, authentic and unique. The company wanted to convey to the market that it is ready to meet customer needs today and, in the future, to accelerate discovery, development, and delivery of healthcare solutions to improve and save lives.
To this end, a strategy was defined to position the company as a life sciences organization with the purpose of helping customers rise above challenges and reach new heights in their pursuit of scientific progress.
On top of that, all of this needed to be done within a few months while the company continued to grow and pursue new acquisitions.
Results
The team quickly turned around the internal brand launch to employees. A few months into the project, Azenta Life Sciences was brought to market, followed by a celebration of the debut of its new name and ticker sign by ringing the Nasdaq closing bell.
There is now one consolidated Azenta brand, which has been rolled out across North America, Europe and Asia. The new strategic focus has been embraced by the market and positioned Azenta Life Sciences to drive innovation and growth with greater speed and precision—and continue its journey to help customers move faster and smarter—making a healthier world for people everywhere.
Additionally, our work earned recognition in the 2022 North America Transform Awards, earning Bronze in the Best Visual Identity From the Healthcare and Pharmaceutical Sector category.
“We knew from the start that this initiative was going to be a challenge because we had to work fast—build a brand within a few months while we were growing, acquiring, and transforming. Prophet has been a great partner for us and played an integral role in the transformation of Brooks into Azenta Life Sciences, a brand that resonates with our customers and inspires our employees.”
-Linda De Jesus, Chief Commercial Officer & Senior Vice President, Azenta Life Sciences
“Prophet has been a great partner for us and played an integral role in the transformation of Brooks into Azenta Life Sciences, a brand that resonates with our customers and inspires our employees.”
Linda De Jesus
Chief Commercial Officer & Senior Vice President