CAS

For CAS, a leader in scientific information solutions, The Brand Service delivered a cohesive visual identity that strengthened their brand presence. By integrating our design expertise, we enhanced their ability to advance scientific progress and connect crucial breakthroughs across the global scientific community.

Services provided:

Brand audit
Art direction
Digital design
Print design
Social media content
Presentation design

The challenge

As a leader in scientific information solutions, CAS is dedicated to advancing scientific progress by curating, connecting, and analyzing the world’s published science. When the pandemic struck, CAS faced a significant challenge: rapidly adapting their brand to address the sudden surge in demand for COVID-related information while maintaining and growing their established visual identity. The need for a cohesive and responsive design approach became critical to support their mission and accommodate the evolving landscape of scientific communication.

The solution

The Brand Service stepped in as an integral partner, conducting a thorough brand audit to align CAS’s visual identity with their evolving needs. We developed a unified grid system and created a comprehensive Visual Language & Grid Exploration guideline document, ensuring consistency across all touchpoints. Our team designed adaptable templates with custom styles to streamline the creation of both COVID-related content and existing materials, allowing CAS to respond swiftly to the pandemic’s demands.

By integrating our design solutions with CAS’s in-house team, we supported their growth during a time of unprecedented change. The updated visual identity and responsive design capabilities enabled CAS to effectively communicate critical information and reinforce their leadership in scientific progress.

Open digital presentation slides on a tablet, displaying a buyer personas and sales playbook for 2019, including profile photos, names, titles, and detailed information about various professionals and their roles.
Infographic about digital transformation in SCI-TECH R&D, showing statistics and discussion points, with images of a man and women engaged in technology and research activities.
2021 calendar featuring abstract images, section on chemistry and the American Chemical Society, and an inset of 2022 calendar with months and dates.
Three pages from a playbook titled 'Buyer Personas & Sales Playbook' by the American Chemical Society, featuring digital illustrations of professionals with abstract scientific backgrounds, a table of contents, and team member profiles.
Three conference posters related to the American Chemical Society. The first has a bright dynamic background with a hexagon in the center, text says, 'Don't just create a spark. Ignite Your Potential'. The second contains a welcome message with a list of names and institutions, and a brief about CAS. The third is a certificate of distinction awarded to Craig Fraser, with logos of CAS and SciFinder at the bottom.
An informational infographic with a large title 'Powerful R&D Predictions are within reach' and a subtitle 'Case studies on data quality'. The left side shows a man in business attire touching a digital, holographic image of an elephant. The middle panel contains a case study titled 'Impact of data quality on machine learning results' with a bar graph comparing prediction accuracy of Morgan fingerprints and CAS proprietary fingerprints across five targets. The right panel features a quote about data vs algorithms, a diagram illustrating classification challenges, and a section explaining a research approach with Dr. Yugal Sharma's photo.
Three-page newsletter from the American Chemical Society's division of chemical information, featuring updates on chemical search tools, drug concepts, and search engine enhancements, with images of scientists working in laboratory settings.

The results

With The Brand Service’s support, CAS successfully navigated the challenges of the pandemic, maintaining and expanding their brand presence. The new visual identity and adaptable design solutions enhanced their ability to deliver crucial information and foster connections within the scientific community, even amid the global crisis.

Bottom line: A strengthened and adaptable visual identity, increased efficiency in responding to emerging needs, and sustained brand growth that supported CAS’s mission of advancing scientific progress during a critical time.