From enzyme technology to customer-oriented applications

Bridging the gap between research and carbohydrate applications

Although CarbExplore excels in scientific research on enzymes and carbohydrates, their website failed to translate this expertise into concrete, application-oriented solutions for clients. A lack of familiarity with CarbExplore’s applications and uncertainty about opportunities for collaboration posed an additional challenge. The platform lacked a customer-focused approach that demonstrated how their innovations contribute to solutions for food and personal care.

In addition, the existing branding required a professional upgrade to inspire trust among a diverse group of decision-makers. From marketers and research managers to CEOs, each audience has unique needs during the orientation process. The challenge was to create a platform that speaks to these groups, positions CarbExplore as a reliable and knowledgeable partner, and translates scientific knowledge into tangible, practical applications.

The design process: from insight to impact

1. User research

We started with qualitative interviews with CarbExplore’s clients and partners, including companies and universities. The insights from these conversations formed an important foundation for our strategy:

• Who are their customers?

• What are they looking for?

• What’s holding them back? 

Using this information, we developed a customer journey and personas that provide insights into every phase of the customer journey, from orientation to collaboration.

2. Rebranding

During a brand sprint with the CarbExplore team, we collaborated to refine their positioning. The starting point? Uncovering the core of CarbExplore and translating it into a brand identity that resonates with their mission and vision, as well as with their target audience. We established the building blocks using the Golden Circle, archetypes, and core values. From this, the essence of the brand concept emerged: “Research meets application”.

Archetypes

Designer Jaap translated this essence into a visual identity. CarbExplore is a complex organisation specialising in scientific research on enzymes and carbohydrates. Because of that abstract, sometimes elusive expertise, archetypes offered a solution. 'The Sage' archetype embodies their role as a knowledge-driven company, while 'the Creator' symbolises their innovative and creative power. These two archetypes merge in the logo, where research and application are seamlessly intertwined.

Logo design

The logo tells a story: the solid line symbolises concrete applications and solutions, while the open line represents the exploratory nature of scientific research. It is precisely in the unknown, where outcomes are still uncertain, that the greatest opportunities for growth lie.

Brand values

The brand values – results-driven, passionate, and meaningful – form the common thread throughout the design and communication. These values are compiled in a brand book that serves as a compass for maintaining a consistent online and offline identity.

A human face

To make the people behind CarbExplore visible, photography was provided by Stella Dekker. Her images not only capture the team’s expertise but also showcase the passion and dedication with which they work, giving CarbExplore a human face.

3. Customer-Centric Design

Based on user insights and the brand strategy, we designed a website that fully aligns with the needs of CarbExplore’s target audiences. The key features:

• Application-oriented content: A clear focus on food and personal care applications.

• Clear overview of services: Insight into their carbohydrate research and development services.

• Professional appearance: A modern design that conveys trust and authority.

• User-friendliness: Designed with the customer journey in mind, with attention to accessibility and ease of use.

• Clear navigation: An intuitive structure that helps users quickly find what they are looking for.

• Proof of expertise: A strong focus on publications, case studies, and tangible results to support CarbExplore’s knowledge.

• Conversion-focused: Strategically placed calls-to-action that encourage collaboration opportunities.

• The people behind CarbExplore: A better spotlight on the company, including their vision, mission, and team.

• Showcase of case studies: Inspiring examples of successful projects and relevant publications.

Together, these elements create a website that informs, builds trust and drives action.

4. Further development: CarbExplore strengthens its brand on all fronts

Following the redesign and new branding, we are supporting CarbExplore in launching their renewed brand and website. We do this through the key channel LinkedIn, where we build on past achievements, connect them to the present, and look ahead to the future and the new chapter CarbExplore is embarking on.

We establish a consistent and powerful brand on all fronts by also extending the branding to offline communication materials, such as stationery, lab coats, and business cards.

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