Critical Mass London


For Willow Biosciences, science is everything. It's the essence of their business. It also needed to become the core of their brand. We helped them reimagine the way their branding conveys their story, persona, values, and mission. And we did it in a modern way. Not in a static PDF, but through a dynamic, digitally appropriate guide. Including, a digital brand book and style guide, an easy to use website, in-depth customer research and insight, and more.  We created a differentiated, authentic brand identity in an entirely modern, digital-first way. 


  • Willow BiosciencesClient
  • Addy GravesMarket Research Lead
  • Alvan LeMarketing Science Analyst
  • Chad KolesnikSenior Producer
  • Chrissie GraboskiGroup Strategy Director
  • Daisy SwainCopywriter
  • Mark SzaboAssociate Director, Market Research
  • Martine LavoieArt Director
  • Matt StapleyLead User Experience Designer
  • Mike PardySenior User Experience Designer
  • Rudi SkrudlandMarket Researcher
  • Ryan HullTechnology Lead
  • Sebastian GonzalezDeveloper
  • Steven MudieSearch Strategist
  • * Critical Mass
  • * Joel HardingArt Director
Annual 2020 BronzeWillow Biosciences 2020 RebrandBranding Contributor:

Critical Mass has been a Contributor since 25th November 2015.

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Willow Biosciences 2020 Rebrand