A new brand and website for a leading international biotechnology company
AAVantgarde is a clinical stage, biotechnology company advancing best-in-class therapies for patients with inherited retinal diseases.
With a strong foundation in translational science and a commitment to clinical excellence, AAVantgarde is working to bring transformative therapies to more currently underserved patients with debilitating diseases.
Having successfully closed Series A fundraising in mid-2023, we were commissioned to support the next stage growth plans with a brand refresh, roll-out and website design and build programme. To align with the pace of AAVantgarde's operational development and scale-up plans, we adopted a sprint-based methodology, developing a phase one website on the Umbraco .NET CMS, in readiness for ongoing module design and development as required.
Measuring impact
In the 20 months since launch, the new website has seen significant improvements.
Highlights
+
194
%
Increase in traffic (site visits)
69
%
Engagement rate across the website
+
7
%
Increase in Click-Through Rate (CTR) on Search Engine Results Pages (SERPs)
+
176
%
Increase in page views
+
234
%
Increase in inbound traffic from Google search results page
20
%
Of total page views driving users to the News section
Genetic engineering made visible
AAVantgarde Bio's technology focuses on Adeno-associated virus (AAV) vectors, enabling gene delivery for the treatment of a variety of human diseases. Drawing visual reference from molecular biology, DNA and the business' rich Italian heritage, we developed a new visual identity and broader brand language to reflect these attributes which are central to the business.
The DNA of the brand
Beyond the core identity creation, we wanted to develop a visual aesthetic that adopted a more abstract technology focussed approach as opposed to an overly clinical, lab-based direction. With future digital application in mind, we also wanted to use shapes and textures that could move and adapt where required in video and animation.
Illustrating the science behind the technology
Another key facet of content creation included the design of illustrations and medical diagrams to communicate complex medical principles accurately whilst also capturing the essence of the new brand visual language.
Bringing it all together
Activating the new brand across key priority applications was a fundamental component of the brand roll-out. From core presentation and stationery needs to the website and brand guidelines, all primary communications were covered under the phase one re-brand programme.
A digital platform for future growth
We developed the new website on Umbraco, the largest and fastest-growing Microsoft.NET open-source CMS globally. Adopting a modular approach to our design and build methodology, the new site answers the current needs of the business, with the ability to easily add more pages and functionality as the business continues to grow.
Digital optimisation, analytics and performance
Developing the website for optimal performance across both desktop and mobile is always a core component of any site design and build project. SEO optimisation from both a technical and content creation perspective is also a fundamental part of our digital strategy consultancy, in addition to agreeing key SEO performance metrics as part of our GA4 set-up and ongoing analytics data reporting services.
