ABOUT

Introduction
The team at SB Labs approached us looking to reposition the business as the industry leader in laboratory and educational environments. This is to reflect how their innovative, sustainable, bespoke solutions help to establish them as an innovative laboratories and educational space brand. The challenge was to create a cohesive brand strategy, identity and communications toolkit that would resonate with educational and commercial audiences, all while supporting the new website.

They are already one of the longest established specialists in the UK, so having operated in a highly competitive international market, it was clear they had to change their name to minimise confusion and miscommunication. Their original S+B Labs was shortened, becoming S+B Labs (sometimes SB Laboratories).

With an audience of headteachers, directors, bursars, architects, and contractors, the brand needed to consider their many distinct priorities, ranging from compliance and cost efficiency to future-proofing the facilities.

The brand needed to:
-Demonstrate succinct, consistent messaging.
-Challenge European commercial competitors.
-Continue their upward trajectory within the UK's education sector.
-Position themselves as more than just a manufacturer.
-Have a perception of a quality-driven, sustainable, innovative, and state-of-the-art business.

The approach:
Brand Strategy: First, we began by researching current market trends and SB Labs' operational strengths. We found:
-A boom in UK lab spaces and schools abroad.
-There had been an increase in demand for both sustainability and more modular workspaces.
-A need to prevent brain drain by investing in new, contemporary facilities.
-How important it was to showcase successful projects while leveraging ESG messaging.

Persona Development
We developed a comprehensive persona guide to identify SB Labs' audience and their needs, pain points and decision triggers.
-Architects: Look for flexible, creative layouts that comply with legislation, all from trusted UK suppliers.
-Contractors: Value reliable delivery, transparent pricing, and efficient installation.
-Head Teachers: Prioritise safety, inspiration, and future-proofing.
-Bursars: Focus on clear pricing, lifecycle value and minimal hassle during procurement.
-Directors: Require scalable and sustainable solutions across multiple sites.

The matrix was then used to inform targeted consent and communications, while maintaining relevant and impactful messaging.

Brand identity & guidelines
SB Labs new brand identity needs to be visually striking, using scientific visuals to ensure it remains modern and consistent. Key parts of the identity are:
-Logo: A universal marque of quality, available in primary and secondary formats, with strict guidelines for usage and exclusion zones.
-Colour palette: Carefully selected primary/secondary colours with SB Teal and Grey as signature hues.
-Typography: Circular as the primary typeface. Arial is used as the second to help with accessibility.

Brand application
The guidelines extended to all brand touch-points:
-Website, social media, stationery, signage, apparel and vehicle livery.
-Consistent use of positioning statements: “Transforming spaces for learning and research”, “Transforming spaces for learning”, “Transforming lab spaces.”
-Templates for brochures, quotations and social graphics, ensuring every asset reinforced the brand’s values and visual style.

The results
SB Labs now stands as the most recognised UK laboratory specialist, backed by 40 years of experience and a history with SNB. Their brand is synonymous with quality, innovation, sustainability, and adaptability. The new website design showcases their evolved identity, proposition, and portfolio, positioning them as the preferred choice for educational and commercial lab environments.