ECHO

Branding an organization that resists being pigeonholed

The Challenge

Translate “you kinda have to be there” into an ownable identity

ECHO connects NYC’s biotech community through monthly meetups. Over the years, the organization evolved into something more than a series of networking events. It’s a lifeline. It’s a community. And it all happens “IRL.” In fact, the ECHO’s legendary meetups were so successful, they managed to thrive for fifteen years without branding.

When the ECHO approached us for a little branding help, we knew we needed to find a way to capture the esprit of their in-person events within an identity that translates to the digital space.

A colorful, repeating text pattern that says 'It's a community' and 'IYKYK' on a dark background.

Embracing multitudes

Conversations with stakeholders and members revealed that ECHO holds different meanings for the diverse professionals who comprise it. It defies a monolithic mission statement. Messaging centers around the experience of joining the community—with a dash of an “IYKYK” vibe.

A digital flyer inviting people to a community gathering. It features bold orange text on the left side that reads, "Been here before? Happy to have you back. New to the group? Welcome." to the right, there's a paragraph explaining the event's purpose of authentic conversations among founders, academics, clinicians, investors, and industry leaders, emphasizing openness and inclusivity. The call to action in blue text says, "All are welcome."

A dynamic approach to visual identity

An adaptable logo captures the spirit of an organization that brings together a diversity of people, perspectives, and roles. Varying colors and sizes come together to evoke deciphering, translating, decoding. In one iteration, the subtle nod to audio bars is a tribute to the unique range of voices within the New York Biotech community.

The all-lowercase humanist sans serif font is approachable and friendly. It is slightly extended to evoke a futuristic feel that captures a spirit of innovation and forward-thinking.

Three logos on a dark blue background, each with the word 'echo' and colorful abstract bars resembling sound waves.

Repeated colorful words 'echo' in different colors and sizes on a white background.

The color palette is light, playful, warm, energetic, and bright—qualities of a welcoming community.

Optimized for action

An organization that thrives in the real world has little time for idle scrolling. A simple and streamlined one-page website ensures users can easily sign up for an event and stay up-to-date on upcoming meetups.

A tablet displaying a website for ECHO, a biotech community from New York, with colorful graphics and photos of people, located on a desk near a blue wall.

A smartphone displaying an email invitation for an upcoming event, with a paper notice or flyer beside it, both related to a gathering at Pier i Cafe in Riverside Park.

ECHO <3 New York

If there’s one thing ECHO’s members can agree on, it’s that the New York biotech scene just hits different. So we leaned into ECHO’s urban DNA with Big Apple-themed accessories.

A sticker with a blue background featuring a stylized illustration of a mouse carrying a bag of pink and green pills, and the word 'LOOP.' Next to it is a sticker resembling a black and white illustration of a cup with steaming hot beverage, with the text 'The New York Biotech Community' surrounding it.

If there’s not a tote bag, does it even exist?

Like what you see?

Get in touch to see more of our work. We’d love to help your organization be brief, bright, and memorable.