Leica Biosystems

WAYNE- Novoca
Attention to microscopic detail

Attention to microscopic detail

As a world leader in microscopes and scientific instruments, Leica are on the knife-edge of scientific innovation.

They invent incredible new technologies for cancer detection, such as high-grade microscopes for scanning biopsies — referred to as histology equipment — and the extremely accurate lenses that go inside them.

Leica approached us with a brief to reshape an existing sub-brand for their ready-to-use antibodies and reagents — also known as stains — named Novocastra Affinity. We didn’t know a lot about cancer detection, histology equipment or stains to start with, but soon we were on our way to becoming experts.

Research and understanding

A pathologist can accurately diagnose cancer by analysing a biopsy. The accuracy of the analysis can largely depend on the sharpness of the blade used to cut it. Leica had only recently developed a new range of sharp blades and the Novocastra Affinity stains give pathologists the best conditions to analyse the cut biopsies.

We spent many days and late nights on conference calls with Chicago, Germany, Ireland and London to listen, discuss and understand the process and how we fit in. We initially helped them to communicate about the Novocastra Affinity stains to their teams internally through visual presentations.

From here they asked us to create a campaign stretching two and half years with a new campaign every eight weeks. We obliged.

Naming process

We began by changing the Novocastra Affinity name to Novocastra HD. Not only is the name shorter and easily remembered, but it also references the high definition images pathologists can access using the stains — a process they identify the product with.

A creative-leader

We then integrated Novocastra HD into the Leica brand architecture while keeping the equity of the well-known Affinity range.

Our campaign consisted of brochures, eDMs, press release and an internal advertising release.

We've been please with it's reception, both internally and externally.