A new PCR Instrument

Fluidigm set out to revolutionize their PCR microfluidics with a cutting-edge instrument featuring a sleek, tablet-sized touchscreen—a significant departure from the clunky, spreadsheet-like interfaces typical of scientific equipment. Brought in to modernize the design, I worked closely with the R&D department to create a prototype that helped secure funding from various investors.

Once greenlit, I developed the overall art direction for the device and collaborated closely with Whipsaw and 23rd and C to define the UX/UI, ensuring the final product was not only user friendly, but also visually stunning. This effort culminated in Fluidigm's Biomark X and its OEM partner Olink's production of the Signature Q100, along with the accompanying PC software. The Biomark X went on to win the Good Design Award.

Trade Show Events

As a key member of the marketing team, I contributed to over 50 trade show events, which were a major source of new sales leads. I designed booth artwork, banner stands, and marketing collateral, including posters, flyers, and fun giveaways like socks, t-shirts, Legos, and chocolate bars. Each item was thoughtfully created to align with the brand and leave a lasting impact.

Website, landing pages and emails

A standout accomplishment during my tenure was leading design efforts during the company's strategic pivot amidst the pandemic. This initiative enabled campuses worldwide to leverage its PCR instrument for fast and efficient testing. Additionally, I spearheaded a complete website redesign to enhance the user experience, streamline navigation, and improve connectivity to the online store for equipment and supplies. Over the course of six years with Standard Biotools/Fluidigm, I contributed to over 70 email marketing campaigns, delivering designs that drove results.

Key Art, Illustrations, Icon design and Photography

I created key art and illustrations to support designers, marketers, and the company as a whole. Utilizing tools like Photoshop, Illustrator, and Blender, I developed a range of marketing images and illustrations, as well as product shots for both promotional materials and the store catalog. Additionally, I designed app icons for the software that complements our scientific instruments, ensuring a cohesive and professional visual identity.

Packaging and Instrument Rebranding

Part of my role involved designing packaging and instrument exteriors. I collaborated with product managers and printers to create new packaging that adhered to Fluidigm's branding, as well as designs for OEM clients like Olink and Next Gen Diagnostics. When Standard Biotools acquired Fluidigm, I led the packaging redesign to align with Standard Biotools' wireframe motif as part of the company's rebranding. Additionally, I reimagined the instruments' appearance through 3D renders, introducing new color schemes and designing updated logos. I worked closely with the R&D and manufacturing teams to develop the instruments' new visual identity.