Biotech Brand Refresh & Website Design for a Global Biologics CDMO: BioCina

See how People Avenue refreshed BioCina’s brand and rebuilt its website, creating a cohesive identity that matches the clinical authority of this global biotech CDMO.

BioCina is a global biologics CDMO, supporting biotechnology and pharmaceutical companies with development and manufacturing that carries therapies from clinical batch through to commercial supply.

People Avenue refreshed BioCina's brand and rebuilt its website, creating a cohesive identity and digital experience that matches the company's scale, sophistication, and global standards.

Our Biotech Brand Strategy

BioCina came to us with a clear sense that their brand and website no longer matched the company they had become. Their original green read as organic and sustainability-led, which placed them closer to a wellness brand than the biotech innovator they are. The website had not kept pace either, with a dated layout, design, and content that could not carry the company toward its future vision. As their service lines and capabilities had grown, the site had become difficult to navigate, with an unclear structure and sections that did not follow current UI and UX best practices. Above all, they felt their brand was not differentiated enough to make the impact their work deserved.

From the first conversation, we treated this engagement as a strategic partnership rather than a one-off project. A series of workshops shaped the direction: a scoping workshop to map what the site needed to do, then a copy workshop and a design workshop. Each grounded the work in BioCina's evolution, commercial goals, and competitive position, so the result reflected where the company is heading and not only how it looked on the day the work began.

A Refresh Built for a Global Scale Momentum

BioCina was open to a full overhaul, but a complete rebrand would have slowed everything down at a moment when momentum mattered most. We recommended a focused refresh instead, moving the palette from its original green to a confident corporate blue and sharpening the identity along the way. We took that refresh from concept to approved stylescape in roughly two to three weeks, giving the brand new energy without losing the equity it had already built.

"What made BioCina's design stand out from other projects was the deep human responsibility behind it. Knowing that every product or service impacts real life, I'm incredibly proud of the shift from the legacy green to a sophisticated corporate blue. It visually anchors their readiness as a global, commercial-stage CDMO, while keeping the core message clear: science serves people, and partnership is rooted in a shared purpose." — People Avenue Brand Design Team

Two Directions, One Clear Choice

We developed two visual identity directions, each balancing scientific credibility with global ambition. Both concepts arrived as complete, custom-designed stylescapes within two weeks, a pace most brand agencies would stretch across months, and every element was crafted by hand with no AI involved. The first, Clinical Innovator, led with a deep blue-violet and a precise, corporate tone that emphasized clinical authority and technical rigor. The second, Human Discovery, took a warmer route, leaning on teal tones and lifestyle-led imagery to bring out the human side of the science. BioCina chose Clinical Innovator, the direction that most clearly matched its ambition to stand alongside the world's leading biologics manufacturers, and it gave the brand a confident, unmistakable point of view.

A New Visual Language

We introduced a confident corporate blue palette, a weightless and blue-tinted visual style, and generous white space. Together they make complex science feel clear, modern, and credible.

Building a Scalable B2B Design System

We built a complete design system that spans a flexible logo suite, a clean typographic hierarchy in Manrope and Figtree, custom monoline icons, and an Australian map motif. Every element was crafted to stay consistent across digital, print, and physical applications.

From Australia to the World

The refreshed brand carries a clear positioning, from Australia to global therapeutics, anchored by a new brand line: Engineered for Reliability, Built for Clinical Performance. It gives BioCina a voice that is globally ambitious and grounded in real capability.

A Website Built for Clarity and Life Sciences Architecture

BioCina's brief set three priorities: a more corporate and distinctive look, a unified presence that brought the Adelaide and Perth operations together, and a site that finally showcased its clinical expertise, innovation, and capacity. The rebuild put clarity and authority first. A broader information architecture gave the full breadth of BioCina's capabilities room to breathe, and a single, confident call to action replaced the competing ones that had been pulling visitors in different directions.

The look stayed deliberately minimalist at the client's direction, with fewer images, tighter copy, and generous space so that no page ever felt long. Roughly eighty percent of BioCina's owned photography was recolored so every image matched the new aesthetic, and when the leadership team wanted the hero to move, our team storyboarded and produced a custom hero video scene by scene. A light theme runs throughout, keeping readability first.

Beyond the Screen

The identity was built to live well beyond the homepage. The system extends into a full set of brand applications, including an exhibition booth, pull-up banners, product packaging, shipping container livery, and presentation templates, so BioCina shows up consistently whether a customer meets the brand online, at a conference, or on the factory floor.

The booth made its debut at one of the industry's biggest biotech conferences, and it stopped people in the aisles. The new colors drew crowds and turned heads across the show floor, pulling in visitors and fellow delegates who wanted to know why the brand suddenly looked so different and so alive. Attendees called it one of the best booths at the event, new conversations started that might never have happened otherwise, and prospective partners were seen studying the new website on their phones before they even reached the stand. Watching it all unfold, BioCina's leadership beamed with pride.

The People Avenue Process

Conversations began in January, design work started in April, and the new site went live by the end of June, timed to land ahead of a major biotech conference in San Diego. Delivering it drew on the full People Avenue team: web development, design and brand, copy, and video, all working as one. The workshops led into moodboarding, four rounds of high-fidelity wireframes in Figma, and a study of light and dark themes before light won out for readability.

At 38 pages, this was one of our largest builds, and every phase had to be nailed to hit that deadline. Refinement was continuous, guided by detailed input from BioCina's C-suite, subject-matter experts, and marketing team, each round sharpening the site toward their vision. As our first biotech client, BioCina also introduced the team to an entirely new scientific vocabulary, learned from the ground up, which made precision matter even more. Coordinating that depth of collaboration on a focused timeline called for flexibility and close teamwork across strategy, design, copy, video, and development.

"This project is a true reflection of what happens when a great client and a great team push toward the same goal." — Janelle Siguenza, Head of Web Services

"This project made me nervous, but it also pushed me to stay flexible, adapt quickly, and focus on delivering the best possible outcome." — Joena Canieso, Web Developer

From a Dated Website to a Scalable Digital Presence

The transformation speaks for itself. What was once an outdated site is now a sleek, streamlined digital presence, exactly what BioCina had envisioned for its future. The brand transformation runs from the refreshed identity to a stunning website with smooth, considered animations that invite visitors to stay and explore. Every part of it is built on thoughtful UX and UI design and responsive website development that carries the experience cleanly across every device. The result reflects BioCina's true scale and expertise, and the company was proud enough to present it to its private equity owners.

The initial numbers back up the impression. In an early post-launch comparison after the June 19 launch, total sessions climbed 19.5%, from 1,571 in the ten days before to 1,878 in the ten days after. Organic search performed just as strongly, with sessions up 16.9% and engaged organic sessions up 37.2%. The organic engagement rate rose from 52.96% to 62.15%, and average engagement time grew from 41 seconds to 1 minute and 6 seconds. Across the month, BioCina welcomed 3,919 new users, 11% more than in May, while monthly organic sessions rose 12.1% and organic clicks climbed 9.2%. Early as they are, these results point to a redesigned website that is drawing more search visitors and holding their attention longer, a sign that the SEO strategy behind it is already working.

What started as a single project has grown into a lasting partnership, and a digital presence built to scale with BioCina for years to come.

"We just look so different right now, and we’re moving on to the next stage. And everyone right now is embracing the change, which I think is great. It’s such a huge difference for us. It’s transforming the whole company. It’s amazing." — Vanessa Kee, Global Marketing Lead at BioCina