Graphic Design That Works

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compugen

The Human Touch

Compugen wanted to re-brand and position themselves

as a company that merged computational technologies

with molecular biology and medicine. “They were well

known in the industry for being able to decipher

genetic information,” notes creative director Jonathan

Jason. “But they wanted to be positioned as being

more biology focused and less computational,

because they felt that it would put them more in touch

with their market. In order to position them this way, we

had to come up with an image that combined the two.”

The biggest challenge for the design team was how to

effectively communicate the highly complex company.

“We were asked to make their technology easy to

understand,” recalls Jason. “We spent a lot of time

researching—sitting with them for weeks, learning

about the biology and the technology aspects. We

viewed their labs, interviewed people, and researched

all of their competition.” Because the company’s

offerings were more sophisticated, the design team

chose to use metaphorical images to describe in a

simple way what Compugen’s products do. On the

cover of the promotional package, various hands were

used to show the combining of different disciplines to

form a new discipline. “It’s an analogy of math and life

science that works together to provide solutions,”

notes Jason. “The hands bring in the human side of

what they do.” Throughout the piece, strings of genetic

information were combined with symbolic lifestyle

imagery to convey Compugen’s commitment to raising

the duration and quality of life by advancing drug

discovery and development. The overall marketing

package consists of a company profile brochure, two

product brochures, three product data sheets, and a

corporate annual report.

CLIENT:

Compugen is a pioneer in the

field of predictive life science

achieved through the convergence

of molecular biology and advanced

computational technologies.

FIRM:

Jason & Jason Visual

Communications

CREATIVE DIRECTOR:

Jonathan Jason

DESIGNER:

Meirav Tal-Arazi

PHOTOGRAPHER:

Yoram Reshef and various stock

COPYWRITER:

Audrey Gerber

ABOVE: The intriguing and graphic

marketing package symbolically

combines both the human and

mathematical aspects of the

company. Throughout the piece,

strings of genetic information are

seamlessly combined with

symbolic lifestyle imagery to

convey the overall message.

Graphic Design That Works

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What Works

By using symbolic imagery and clear text, the design

team was able to successfully communicate

Compugen’s complex story and new corporate image—

positioning the company as a leader in the field of

predictive life science. “Jason & Jason created a clear

and distinctive new look for the company,” adds Tsipi

Haitovsky of Compugen. “All of the materials were very

well received, both within the company and by our

target audiences—investors, media, customers, and

those in the scientific community.”

ABOVE AND LEFT: Inside the

pocket folder is a company

profile brochure, two product

brochures, three product

data sheets, and a corporate

annual report. The laminated

pocket folder is printed in

four-color process plus

metallic ink. The die-cut

slots house both a mini CD-

ROM and a standard CD-ROM.

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