ABOUT

In laboratories around the world, scientists rely on accurate information to make critical decisions – whether it be in the discovery of new drugs, guaranteeing the safety of food or monitoring the world’s water supplies. Waters Technology Corporation, the world's leading specialty measurement company, helps ensure the accuracy of this information through high-value analytical technologies and industry-leading scientific expertise. 

When Waters decided to launch a new product – the Alliance iS – in 2022, it needed a brand that would reinforce its leading position in the liquid chromatography (LC) category. The new brand needed to be bold and differentiated, convey the product’s key benefits to scientists and lab operators, and work within the wider framework of the soon-to-be-updated Waters corporate identity.

The visual identity for Alliance iS needed to reflect the product’s value to scientists. If the product was all about ease-of-use, simplicity and functionality, the visual identity needed to convey these points clearly and convincingly. The design tenets of simple, human and user-centric helped create an intuitively simple design system, which then guided the brand’s visual language.

The square, a foundational shape in chemistry, informed the Alliance iS icon as well as the simple math of the grid system. The colour gradient introduces the liquid chromatography process while the colours themselves represent a merger between the Empower software’s green and Waters blue. A single typeface creates an easy-to-use system with a straightforward aesthetic, while the tone of voice reinforces the fact that the Alliance iS isn’t just a machine; it’s an ally that can be trusted and relied upon.

To activate the new Alliance iS brand, we created a multi-channel campaign across digital, print and social media that spoke to the deep value offered by the product: how it helps scientists, saves time, prevents errors and ultimately acts as an ally to users.