Work
- Brand Strategy
- Logo Design
- Product Logo
- Visual Identity
- Iconography
- Illustration
- Slide Design
- Web Layout
- Animation
- Photo Retouch
- Brand Guidelines
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Pangaea Life
Science Solutions
Pangaea Life Science Solutions (PLSS) specializes in digital product lifecycle management, with key hubs in Canada and Ireland. With over two decades of expertise, they are committed to their values; integrity, people-centric, client success, and continuous learning—empowering their clients and partners. Pangaea has a proven track record in developing and delivering innovative software solutions tailored to the life sciences industry, and they are committed to understanding the unique transition from molecule to medicine, providing digital solutions that accelerate the delivery of life-changing treatments to patients.
As the Lead Senior Designer, I collaborated with Panagaea's executive team to define a clear brand strategy, creative direction, and execution—establishing a cohesive visual identity that serves as a guiding framework for long-term business growth. My deep involvement in the brand strategy phase was essential, as it laid the foundation for the creative direction that shaped the rebrand.
Brand Strategy Overview
A strong brand strategy is essential for Pangaea to establish itself as a global leader in the life sciences industry. In close collaboration with the executive team in Canada and Ireland, we defined the brand’s mission, vision, target audience, and unique value propositions. This strategic clarity was shared across the organization to align unified goals and effectively communicate Pangaea’s commitment to innovation and excellence.
During the discovery phase, we conducted in-depth research and market analysis to inform the design thinking behind Pangaea’s rebrand—from its logo and product logos to the visual identity and brand assets.
At its core, Pangaea is a purpose-driven company advancing life sciences through innovation, quality by design, and a commitment to sustainable product life cycles. With aspirations to transform the industry, Pangaea continues to evolve and set new standards through its innovative software solutions:
- Digital Thread for Life Sciences (DTLS™)
- Simplified Manufacturing Process Layer (SiMPL™)
- SiMPL™ Batch Disposition Cockpit (BDC)
While I’m unable to share further details due to the private and confidential nature of the brand strategy, it played a foundational role in guiding the rebrand. This rebrand not only sets Pangaea apart in a competitive market but also enhances brand recognition, reinforces its market presence, and increases perceived value—fostering trust and loyalty among existing clients, partners, and prospects.
The brand strategy was designed to evolve alongside Pangaea’s product development, adapting to shifts in the life sciences sector. I also advocated for a brand audit every 2–3 years to ensure ongoing alignment with core values and goals, while allowing the brand to grow and ensures that the brand is consistent across all channels, leaving a lasting impression.
Logo Story
Drawing inspiration from Paul Rand’s design principles, the logo embodies a perfect balance of simplicity and versatility. It's intertwined letters 'P' and 'S' convey motion and progress, symbolizing Pangaea's dedication to innovation and continuous evolution. The deliberate geometry of the logo where each curve and intersection is designed to create a sense of fluidity, mirroring the seamless integration of Pangaea’s solutions across the product lifecycle.
Designed for adaptability, the logo retains clarity and impact across all scales, from digital to print applications, ensuring strong brand recognition across diverse platforms. This unique identity seamlessly translates into the product logos, preserving brand cohesion across the entire visual ecosystem as a whole.
The logo was developed with timelessness in mind, ensuring long-lasting relevance. Its clean and simple design guarantees it remains recognizable and impactful, adapting effortlessly while retaining its core identity. This timeless quality ensures the logo will endure, becoming a lasting symbol of Pangaea's commitment to excellence.
Product Logos
Beyond the company logo, the design system extends these core principles into a cohesive visual language. It offers a structured yet flexible framework that unites product logos, typography, and colour palettes, ensuring consistency while allowing room for adaptability. This approach strengthens brand cohesion, creating intuitive touchpoints that elevate client engagement and foster trust and recognition.
Typography
Pangaea's brand visual identity revolves around a consistent approach to typography. The Acumin Pro font family is a versatile sans-serif typeface designed for a balanced and rational quality. Solidly neo-grotesque, it excels in both large display sizes and smaller text sizes, offering exceptional legibility.
Colour Palette
Pangaea’s brand colour palette unifies product interfaces and marketing communications, enhancing visual recognition and familiarity. At the heart of Pangaea's identity are the logo colours; Midnight and Copper gradient, which hold the most brand equity.
• Primary Colours: Midnight conveys professionalism and reliability, while Copper Gradient from light to dark represents innovation and progress. These primary colours ensure a strong, consistent brand presence across company and product logos.
• Secondary Colours: Dark Midnight, which adds depth and stability to digital spaces while complementing the primary palette. Teal serves as an accent, bringing clarity and vibrancy, while Chalk provides a neutral background, ensuring balance and cohesion across all channels.
• Tertiary Colours: Warm Beige, Golden, Rust, and Burgundy are derived from the Copper Gradient colour breakdown, adding richness and visual interest to brand assets while enhancing key details. This carefully curated palette strengthens Pangaea’s identity, fostering trust and familiarity across all touchpoints.
These colours create a unified visual identity that reinforces brand's presence in both digital and print applications. To ensure that Pangaea's brand is legible in the digital space, I have ensured WCAG 2.0 compliance (Web Accessibility Initiative) through carefully selected colour pairings.
Brand Assets
Pangaea's illustration and iconography emphasizes clarity, aligning with the brand’s focus on simplicity and accessibility. Each illustration and icon is crafted with precision, reflecting the essence of Pangaea’s innovative solutions while ensuring ease of understanding for the audience.
Iconography serves as an essential tool for communication, providing intuitive visual cues that guide users through both digital and marketing channels. The icon style is clean and simple, ensuring that each icon remains clear and effective across various scales and mediums, while also being adaptable between light and dark mode screens.
The Illustrations were thoughtfully designed to support Pangaea’s mission of driving innovation and advancing life sciences through storytelling. The aim is to bring complex scientific and manufacturing process to life in an approachable and clear way, using simplified visuals that make it easier for the audience to understand. This approach reflects the brand’s commitment to clarity and progress, while humanizing the brand and reinforcing its core values.
Web Design
The official website is more than just a digital space—it’s the front door to the Pangaea experience. The web layout is designed with precision and purpose, it seamlessly blends innovation with clarity, offering a visually compelling and intuitive journey. Thoughtful use of typography establishes hierarchy, guiding users effortlessly through content, while a refined colour palette enhances readability and brand recognition.
Strategic spacing ensures a clean, modern aesthetic, creating a seamless flow that prioritizes user experience. Every design element, from structure to interaction, reinforces our brand identity, making the website both engaging and effortlessly navigable.
The homepage features an animated banner that incorporates a rotating globe paid stock video, where I have included type animation transitioning from 'lab' to 'plant' to 'enterprise' using After Effects. This emphasizes the seamless journey of Pangaea’s solutions, highlighting their high level of integration.
To ensure visual cohesiveness, I adjusted the video colour to align with the brand's identity. The dynamic visual element not only adds appeal but also enhances the user experience from the very first interaction. It perfectly aligns with Pangaea's key messaging, emphasizing their commitment to innovation, precision, and the continuous evolution of their solutions.
Brand Guidelines
Pangaea’s brand guidelines provide a comprehensive framework to ensure consistency across all interactions. It outlines the proper use of logos, typography, colour palettes, and other visual elements, creating a cohesive and unified brand experience. By adhering to these guidelines, every marketing touchpoint with the Pangaea brand remains instantly recognizable and aligned with its core values, reinforcing the integrity of the brand across both digital and print media.
Visual Identity
Pangaea’s visual identity is evolving, with design work currently underway for key brand assets such as business cards, letterheads, envelopes, master slide templates, and more. Each element is being meticulously crafted to align with Pangaea’s core values and forward-thinking vision, ensuring a cohesive and impactful brand presence.
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Creative Direction, Sr. Designer: Prateeba Perumal
Brand Strategy: Prateeba Perumal & Pangaea Life Sciences Executive
Chief Executive Officer: David Twohig
Chief Technology Officer: Thomas Rautenbach
Project Manager: Anthea Robinson-Shaw
Project Supervisor: Dave Sutherland
