Area 53
Cultivating Australia’s life sciences future with a brand refresh.
Services —
- Branding
- Strategy
- UX/UI Design
- Web Design & Development
Industries —
- B2B & Professional Services
- Technology
Area 53 sought to address a critical gap in Australia’s life sciences sector. While global competitors in the USA, Europe, and the UK were thriving with world-class facilities, Australia was falling behind—causing talented scientists to seek opportunities abroad. Area 53 needed a brand identity and digital presence that would effectively position them as the solution.
Elevating scientific infrastructure —
The brand needed to articulate Area 53’s commitment to supporting scientists across the full lifecycle of their work while emphasising their role in fostering community, innovation, and growth in Australia’s life sciences sector.
Purpose-driven brand marks —
The refreshed brand identity centers around the Molecule brandmark: three overlapping circles that conceptually represent Area 53’s mission to provide a base for science, community, and growth. This symbol embodies connection and collaboration while maintaining scientific relevance.
The colour palette evolved from existing foundations but matured for improved versatility and legibility. This approach honours Area 53’s existing brand while positioning it as a sophisticated organisation ready to compete on a global stage.
“The brand refresh captured Area 53’s ambition while staying grounded in the practical support it provides to scientists.”
Elle—
Creative Strategist
A comprehensive support system —
A complete brand ecosystem was developed including tagline development, messaging frameworks emphasising Area 53’s value proposition of “access to resources at every stage of a project’s lifecycle,” and an expanded style guide. The circular motif from the Molecule brandmark was repurposed across applications to create a cohesive visual language.
