The constant: Make complex technology easier to understand without making it feel less sophisticated.

As Araceli grew from a biotech spinout with a single imaging platform into an expanding product ecosystem, I helped evolve how that increasingly complex story was told.

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Across three generations of the company’s primary product brochure, the challenge changed from introducing a breakthrough instrument, to communicating an end-to-end workflow, to organizing a growing family of products for different throughput needs. Each iteration required a new messaging hierarchy and visual approach while keeping the work unmistakably Araceli.

Scope

  • Brand Evolution
  • Messaging & Content Strategy
  • Visual Storytelling
  • Information Design
  • Print & Production

Team

  • Cristina Ortiz-Mateos, Marketing Communications
  • Andrew Yermakovich, Photography
  • Don Weldon, VP of Marketing
  • Nasiema Wingate-Pearse, Product Manager
  • Dan James, Product Manager

Gen 1:

Establish the Product Story

Araceli’s first challenge was simple to describe but difficult to communicate: introduce a new imaging platform capable of combining high-content imaging with dramatically higher throughput.

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Gen 2:

Build the Platform Story

As Araceli expanded beyond image acquisition into automation and analysis, the story shifted from a single instrument to an interconnected platform. The design system evolved with it, organizing a more complex offering around three consistent ideas: confidence, speed and simplicity.

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Gen 3:

Build a Scalable Product Story

A tiered Endeavor family introduced distinct solutions for different throughput and application needs, while new monitoring and analysis tools expanded the workflow. The challenge became helping customers understand not only why Araceli, but which Endeavor and how every piece fits together.

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