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Driven by the narrative of the organisation’s unique ‘Precision Guided Therapeutics’ technology, Greenspace created a new brand identity which brings clarity and precision to the Bicycle brand.

Based around the idea of targeting a source point, just as Bicycle’s technology itself seeks to behave when targeting a tumour without damaging surrounding tissue, this concept was built into the ‘B’ of the Bicycle logotype in the form of arrow-like precision points.

The collaboration with Bicycle also included the creation of a brand story. Building on an in-depth research project: we enabled a new brand film, a new suite of photography with @marcusginns and @henryhuntphoto of Bicycle’s research and development labs as well as internal workshops.

Additionally, Greenspace worked on the interior design for Bicycle’s new, purpose-built headquarters in Cambridge, creating a world-class visitor experience and workplace for the company. The brand is applied extensively across a myriad of applications, from wayfinding and workplace interiors, to printed collateral, merchandise, exhibition graphics and events.

Everything was finalised following a lengthy consultation process, considering not just the need for a recognisable identity that stood out in the life sciences market, but one which communicated to the scientific community in an appropriate way.