View The Crick at Tribeca website here
View The Crick at Regent’s Place website here
A bold beginning: two groundbreaking developments
The first partnerships are already taking shape, with new lab spaces planned for Euston and King’s Cross. These cutting-edge collaborations – one at Regent’s Place (with British Land) and another at Tribeca (by BlackRock and Reef Group) – lay the groundwork for the Crick to expand its mission: turning scientific research into real-world benefits for human health and society.
Exploring the idea of Crick property sub-brands
Having previously refreshed the Crick’s brand, we came into this project with a deep understanding of their values and audience. The Crick is globally known for its creativity and innovation, so the brand concept needed to reflect that, while remaining recognisably “Crick.”
We started to explore simplifying the name from “The Francis Crick Institute” to “The Crick” – a familiar shorthand already widely used. This approach kept things clean and accessible. Visually, we introduced a simple typographic treatment with a linear linkage device – a versatile brand foundation that could evolve as the property venture grows with new development partners in the future.
This logo exploration and evolution was trialled at launch, but given no wider brand refresh at this time, the logo reverted to the full logo to avoid any lack of recognition.
Digital brochures: telling a story of connectivity and collaboration
The Crick’s reputation as a driver of discovery and collaboration was a central inspiration. Several world-leading companies already work closely with the Crick, including LifeArc (which we recently rebranded). So, the digital brochure became our launchpad for establishing the visual identity and narrative across both developments and their future websites.
Deconstructing the Crick shards into a linear format
We built on Crick’s existing brand assets, evolving them to create a distinct but complementary look for the new venture. This included deconstructing the Crick logo shards into a linear format – a strong visual metaphor for connection and collaboration, which underpins the project.
Crafting the message: structure, story, and style
To create a strong, clear narrative, we structured all content around four core themes:
The Site
The Crick
The Expertise
The Collaboration
This framework was used for both the brochures and websites. With engaging calls to action built in throughout, each piece was designed to spark curiosity and invite deeper exploration.
Our copywriter worked closely with our team to create punchy copy lines that paired with bold visuals to guide readers through key messages. The linear shard design served beautifully as a background graphic, adding energy and continuity to each page.
Websites that stretch squarespace to its creative limits
Working within a tight timeline and budget, we built both websites using Squarespace – the platform already used by the Crick. But we didn’t let its template restrictions hold us back. Instead, we pushed the platform to its creative limits, translating the digital brochure designs into dynamic, user-friendly sites.
We adjusted typography and visual elements for compatibility while staying true to the visual identity. Where possible, we embedded videos and flythroughs to offer rich storytelling and a deeper understanding of each location.
Technology at the core of discovery
Access to advanced technology is vital for today’s researchers. At the Crick, this is provided through their extensive Science Technology Platforms (STPs) – a major asset for biotech start-ups and researchers who may not otherwise have access to such tools. These platforms became a key focus in both brochures and websites, highlighting the scientific firepower available to potential occupiers..
Location, Location, Location: the power of proximity
Just a 5-12 minute walk from the Crick, both locations offer more than convenience. They’re at the heart of London’s Knowledge Quarter, home to leading institutions like the Wellcome Trust, UCL, and the Alan Turing Institute.
This vibrant ecosystem is fertile ground for groundbreaking science and innovation, from pandemic response to AI breakthroughs. The Crick’s property venture brings its founding mission to life: accelerating the translation of scientific discoveries into societal benefit and economic growth.