Graduates
Julian Rucker
Master of Design in Brand Design and Strategy — Brand Design & StrategyCourse:
GBDS-551 Branding Studio 2
Ginkgo BioWorks Brand Transformation Proposal
In 2024, SXSW identified Biotechnology as a pivotal trend, spotlighting Ginkgo BioWorks' role in shaping the future with its advanced Syn-Bio technology. This proposal outlines a new consumer-facing sub-brand under Ginkgo, aiming to bring synthetic biology's benefits to consumers, thus demystifying the tech and building trust. Amidst GMO backlash, the strategy emphasizes education, transparency, and quality products to foster acceptance and highlight Syn-Bio's role in solving global challenges.
Learning Outcomes:
Learned to identify niche consumer groups and anticipate their future needs, integrating lessons from various disciplines. Developed a brand proposal for The Organism Company, showcasing strategic planning from competitive analysis to futures thinking. Gained insights into storytelling through brand fabulation, highlighting the importance of connecting with audiences on a personal level while navigating the complexities of synthetic biology and its market potential.
Project Website:
