News and the latest from us

It's been a busy few months, and we wanted to take a moment to share what we've been working on and remind you what we're here for, in case the timing is right for you or someone in your orbit.

On May 5, we helped launch Pumpkinseed, a Stanford-founded deep tech startup developing a nanochip platform for direct protein sequencing. The founding team had extraordinary science but was struggling to articulate the full scope of what they were building. After working through their story together, a single organizing idea emerged: Pumpkinseed isn't just a protein sequencing company — it's The Biology Mining Company. From there we built out the full brand identity, messaging, website, and Series A press strategy. The launch landed an exclusive in Axios and a feature in The Scientist.

We’re just a few weeks away from another client rebrand launch, so hold on to your hats.

Pumpkinseed brand launch and Series A announcement

CEO playbook for the next phase of bio

Kevin moderated a SynBioBeta panel offering CEOs messaging insights for today’s media landscape. A key question How do bio leaders build credibility with investors and partners, avoid the hype trap, and stay inspiring and ambitious? One takeaway: scientists enjoy a well-written story as much as anyone else, and there’s still plenty of room to make highly technical stories more compelling, more human, and yes, more sexy. The companies that can do this will have an edge in attracting partners, investors, and talent.

What we’re thinking about: AI, hype, and the biotech thaw

The biotech winter may finally be thawing, and we are emerging from the chapter with some honest lessons, real products, and evidence that the underlying science was never the problem. At the same time, biotech has a front-row seat at a movie we’ve seen before: AI is making ever more audacious claims about its transformative potential, attracting greater capital and attention than biotech ever has. It’s always been hard to cut through the noise with real scientific progress, and now it seems almost impossible. The antidote to this era of hype is a confident, grounded account of where we actually are. Ironically, the instinct to explain more—more data, more slides, more caveats—may actually make it worse. Thermodynamics doesn't care about quarterly earnings, and neither should the story you tell about your company.

Brands in the wild: NovelBio

Last year, we helped NovelBio relaunch its brand with a fresh new look and feel. That bright new persona keeps on giving, and we are tickled every time we see how the NovelBio team is building on those brand foundations as it offers A Better Way to DNA.