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CASE STUDY - dRUG MANUFACTURING

Launching a Bioprocessing Spinout as an Industry Leader

The Challenge

CARR Centritech had a long-standing reputation as a successful industrial centrifuge manufacturer. As demand surged across biopharma and emerging sectors like cellular agriculture, they were poised to spin out as an independent brand: Carr Biosystems. The challenge was to create a modern, differentiated brand that could stand toe-to-toe with well-established bioprocessing players, while honoring their legacy of technical innovation.

CARR Before-tablet
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CARR brochure

Our Approach

As lead scientific brand strategist, I developed a comprehensive brand strategy centered on the theme of “pioneering progress”. This narrative honored CARR’s track record of innovation while positioning them as a future-ready solutions provider. Our collaborative work included:

Crafting a compelling narrative articulating Carr's unique positioning and value proposition for shaping the future of bioprocessing

Lead the creation of foundational assets: whitepaper, product brochure, and flyers, to ensure scientific accuracy and persuasive clarity
 
Taking a strategic, UX-led approach to planning the new website: mapping user journeys, designing an intuitive site architecture, iterating wireframes, and launching a digital solution that enables each customer segment to identify the right cell separation system for their needs
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Outcome

The Carr Biosystems brand launched with a strong digital presence and sales toolkit, and was immediately recognized for excellence.

The website earned two Gold MUSE Awards for "Crafting a Pioneering Presence" in both the Website and Branded Content – Healthcare & Pharma categories.

The brand is positioned for commercial growth and is establishing itself as industry leader by carving a highly specialized niche where they can dominate.

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