Biotech · Brand system
mAbV
Brand and digital presence for an antibody startup working with Oxford University, built while the company was still in stealth.
Build a brand and a digital presence that could earn the trust of investors and scientists, while the company was still in stealth with no clinical claims to lean on. It had to say enough without giving the game away.
Discovery and audience research
It started with an in-depth interview to get the science, the company, and who it actually needed to reach. From there, research into the real audiences: who lands on a site like this, what they scan for in the first few seconds, and what makes them trust it or bounce.
Three customer avatars
The research resolved into three avatars, each with its own goal, the content it scans for, what builds its trust, and the one thing that breaks it. The Allocator is a life-sciences investor judging pipeline credibility; the Collaborator a biopharma R&D director checking for fit; the Scientist a clinical researcher validating the approach.
Designing for a scientific audience
A scientific audience reads differently. Hype loses them; restraint earns them. So the design leans on precise language, real reference points like the Beyfortus precedent, and no efficacy claims. Exactly what the personas said would win or lose their confidence.
Lead capture, built around the avatars
With the product still under wraps, the site had to capture qualified interest without giving too much away. The "Register your interest" panel does exactly that. Its "I am a…" options (Investor, Biopharma, Researcher, Academic, Press) are the avatars made tangible: each visitor self-identifies, so the right follow-up reaches the right person.
See it live →Jurisdiction-aware data capture
Capturing personal data isn't the same everywhere. Background research into the differences between GDPR in Europe, the US, and Asia shaped how the capture framework should work in each territory, and whether it should be the same one at all. It's why the panel carries a plain "what happens with your details" note and one-click unsubscribe.
The brand and design system are in place, and the first landing pages are live. All of it went back to the client in iterations, refined against real feedback. The next stages are paused pending the client's direction, so this is the work to date.