Portfolio – Slogans

Corporate Slogans

For many years, New Brunswick Scientific’s slogan had been, “Where quality and innovation have become a tradition.” In the age of short, pithy slogans, it was simply too long.

Solution: I focused on delivering two key messages:

• The company’s 60-year heritage of developing industry-leading products
• The fact that the company’s main product lines were used to culture genetically modified cells.

Result: I suggested “A culture of innovation,” a play on words that tied in the “cell culture” aspect, as well as touched on product innovation. At the time, this was not the popular catch phrase it has since become.

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