For a biotech disruptor like Replay, our strategy distilled their complex science into a simple idea: “reprogramming biology to solve life’s greatest puzzles.” This puzzle-solving metaphor gave Replay an ownable, engaging way to communicate what they do, capturing both the sophistication of the science and the ambition of their vision.

We created an identity that shifts, moves, and continuously searches for solutions. The logo itself is dynamic and regenerating, embodying Replay’s spirit of innovation. Custom illustrations highlight the artistry within the science, while a series of animations bring the puzzle-solving concept to life – reflecting the creativity, complexity, and possibility at the heart of Replay’s work.

The identity was designed to flex across every brand touchpoint, from highly technical applications like charts, data visualisations, and scientific diagrams to investor decks, internal communications, and the Replay website. We also collaborated with illustrator Uli Knörzer, whose expressive portraits bring a human dimension to the brand, celebrating the people behind Replay’s innovation.

The result is a brand that balances clinical precision with creative expression, reflecting both the authority of Replay’s science and the artistry of DNA authorship. The new system gives Replay a clear, consistent way to communicate with investors, partners, and scientists alike – helping the company stand out in a complex, fast-evolving field.