Evolution not Revolution
Developing the brand for the Molecule Protocol
Branding is a crucial part of any business. It defines the “you” in your business. It sets your company apart from its competitors, it informs your users of what they can expect, and (most importantly) it is the first impression your users have of your company.
The first thing that catches the eye when looking at the Molecule Protocol logo is the symbol. An elegant, yet minimal mark packed with meaning. The symbol is more than just an arbitrary shape; it is inspired by what is referred to in the field of chemistry as a 2p Orbital:
A 2p Orbital is a mathematical function that describes the wave-like behavior of either one or a pair of electrons around the nucleus of an atom (which consists of electrons, protons, and neutrons).
Just as the 2p orbital shows the possible areas an electron could be at any given point from a probability standpoint, so too is Molecule exploring the possibilities of a new discovery. The scientific meaning and relevance of this logo form the foundation of the brand, supported by its slogan:
“Molecule: The Next Evolution in Drug Development.”
The two aspects of “evolution” and “development” needed to be investigated, what do they mean? An evolution of what? Starting from where and going in which direction? These were a few of the questions to consider in this very exciting first year of development for the branding and messaging of the Molecule Protocol.
The Next Generation of Science
The Molecule brand begins with the idea of open science. It is about creating and inspiring a better future of drug development within the pharmaceutical and adjacent industries. Using Blockchain Technology, we want to create a collaborative ecosystem where stakeholders in drug development can work together and where anyone can influence research and development within the Sciences, from leading scientists to patients around the world. Ultimately, we are about bringing drugs to patients while sharing the costs, risks, and rewards of this greater process.
Revolution and Open Science
Building on these concepts of open science, Molecule stands for disruption of the norm, however at the same time, not seeking to destroy the current framework. Molecule allows for an open community and welcomes the involvement of anyone with its positive and energetic brand archetype of the “Hero”.
Positivity comes from the primary colour palette made up of a soft transition from green to blue, evoking a natural flow of and a sense of welcoming, transparency, and calmness.
Its bolder secondary colour palette is inspired by the “dark theme” used in modern user interfaces and visual communications, showcasing a set of brighter hues, which evokes excitement and a burst of energy just as a “catalyst” is used to jumpstart a chemical reaction.
Building Towards the Future
The Molecule brand is inspired by an ecosystem of coming together and creating ripples of innovation across all the Sciences. This is shown in its visual brand identity system based on minimalistic, simple, light, dashed lines and shapes representing “paths” and “trajectories” radiating from points in space to demonstrate how inspiration begins. This is the premise for each form in the Molecule brand asset library. Each of these forms is different and diverse just like all the different entities that will one day make up the Molecule ecosystem.
The Core Vision of Molecule
“Accelerating innovation in the pharmaceutical industry by connecting scientists, patients and industry to advance drug development in a collaborative ecosystem”.
How does the Molecule brand tackle this greater vision? Where do we begin?
The answer lies in taking small steps to make a big difference. The first one being, Molecule Catalyst. This alpha version of the Molecule Protocol represents the first step towards democratization and decentralization of drug development.
The Stages of Social Change
Stemming from the ideas symbolized in the 2p Orbital mark of the Molecule brand, what better sequence of ideas could there be to forge a path of social change than one of “chemical bonds”?
Bonds that not only bind atoms together to create the molecules we study but those that bind us as a society, keeping us together through collaboration and cooperation. This fits in perfectly with the vision and mission for the brand and product as a research and development platform as well as a springboard to begin this form of social change.
Catalyst Marks the First Step
While the names for the stages of the Molecule product are going to be general and easily understood as they are developed, the pattern in which the names form will be from Emergence through to Coalescence and ending in Cooperation. Catalyst marks the start of this process for Molecule in a predictive roadmap of milestones, features, and components as the product grows. The themed names/phases not only mark the distinction of one phase to the next but also of the story illustrating the brand journey of the underlying Molecule protocol.
The Simplest Message for Molecule Catalyst
Our message in the first phase of our broader vision is simple, “we supply fundraising”. In addition to this, Catalyst is an experiment of an ecosystem that aims to bring together the fundamental parts of our protocol AND the simplest way to use it; as a mixed portal/platform fundraising model for scientific research and development.
Funding the Next Therapeutic Breakthrough
We believe anyone should be able to influence what novel therapeutics receive funding for further development. We want to support those projects that are thinking big but are doing so in a pragmatic way, where real progress could be made in a reasonable timeframe. In short, our byline is:
Molecule Catalyst is a reward-based, crowdfunding platform for scientific research using cryptocurrency.
We want high-impact projects that are innovative and ground-breaking, but also accessible. We want to support researchers who are excited to employ open science principles in their work.
