FYR Diagnostics (FYR Dx), a Montana-based biotech innovator, is redefining what’s possible in liquid biopsy diagnostics by harnessing the untapped potential of Extracellular Vesicles and next-generation sequencing. Their novel biomarker detection platform is poised to advance diagnostic tools for diseases with currently unmet clinical needs. Still, their brand didn’t reflect the caliber of their innovation or the forward-thinking spirit of their team. That's where I come in.

As they prepared to raise their Series A funding, FYR knew they needed a brand that could tell their story clearly and compellingly, one that could engage investors, captivate collaborators, and inspire the industry at large. With their Series A pitches quickly approaching, FYR recognized the opportunity and challenge. Their visual identity, messaging, and overall brand experience felt misaligned with the transformative impact they were making. Their previous logo icon had been purchased from a website by them and countless others, which would have made it impossible to trademark and was also a potential legal liability. The other components of their brand had been done internally by various team members over the years, which led to their brand's overall misalignment. Ever driven by a desire to improve and innovate, FYR knew that this wasn’t just about creating a new pitch deck or improving a website. Instead, it was about elevating their entire brand to match the caliber of the groundbreaking science they were pioneering. They needed prospective investors and collaborators to see FYR for what it truly is: innovators leading the charge in modern NGS and diagnostics.

FYR has always been a pioneer in enhancing disease detection and pushing the boundaries of current diagnostic methods to solve critical unmet clinical needs. Yet, their groundbreaking work had never been translated into a story that non-scientific audiences could fully grasp. Recognizing the need to bridge that gap, FYR took on the challenge with determination and vision. Through a series of workshops and guided exercises, FYR dug deep, exploring their purpose, mission, vision, and values with the same rigor they apply to their science. By breaking its brand strategy into clear phases, uncovering its purpose, crafting a powerful narrative, and defining its unique archetypal mix, FYR emerged with a stronger, sharper story that reflected who they are and why its work matters. With newfound clarity and confidence, FYR was ready to share its science and story with the world. Whether pitching to investors or inspiring collaborators, FYR stepped into this moment as a bold, confident leader, ready to transform diagnostics and healthcare with innovation, purpose, and unwavering resolve.​

In the early stages of the process, FYR faced a challenge familiar to many innovative teams: the struggle to align a collective vision. With their entire leadership team weighing in on every design decision, the process became overwhelming and stalled. But true to their pioneering spirit, FYR embraced the opportunity to adapt and grow. When the brand strategy phase brought newfound clarity to their purpose and narrative, they leaned into the process with determination, transforming challenges into a foundation for creative breakthroughs. The visual journey began with style scapes—three distinct creative directions that embodied FYR’s bold aspirations. Through collaboration and intentional decision-making, FYR embraced the most daring approach, featuring a “hot and cold” color palette. This palette, inspired by the transformative nature of fire—white-hot at its peak and cool when paired with other elements—became a visual metaphor for FYR’s innovative and adaptable spirit.

FYR knew their old logo no longer aligned with the innovative, forward-thinking company they had become. The icon’s shading and highlights made it nearly unusable in one-color formats, and when scaled down, the intricate details were lost, rendering it indistinct. The wordmark presented its own challenges, with thick, illegible, rounded typography that lacked the sleekness and precision of a modern biotech brand. Even worse, the “Y” was often mistaken for a “U,” leading some to misread it as “FUR”—a far cry from the bold clarity FYR sought to convey. Beyond aesthetic concerns, the old logo also carried a significant risk. Purchased from a marketplace, it couldn’t be trademarked or copyrighted, leaving FYR vulnerable to potential legal challenges, especially if others in the industry had already claimed it. It was clear that the logo needed a redesign and a complete reimagining to reflect FYR’s leadership in diagnostics and innovation.

The new logo emerged as a true reflection of FYR’s core identity. Inspired by the cross-section of an exosome, it artfully combines scientific precision with organic fluidity. The tri-color design breaks industry norms, establishing a distinctive presence in biotech branding. Balancing sharp geometry with dynamic movement, the wordmark captures both the rigor of FYR’s science and the transformative nature of their work. By embracing this new identity, FYR demonstrated their unwavering commitment to innovation, not just in their science but in how they present themselves to the world.

When FYR set out to transform its website, it recognized the need for a platform to tell its story and convey its groundbreaking work effectively. Though functional, its previous website lacked the depth and clarity to engage its audience meaningfully. Determined to make its online presence as innovative as its science, FYR embraced the challenge of creating a website that would connect with visitors on a deeper level. The transformation began with a content strategy centered on FYR’s refined brand narrative. With their “why” at the forefront, the new content focused on clarity, engagement, and storytelling, replacing sparse bullet points with compelling text highlighting their mission and vision. This foundation set the stage for a user experience that was not only informative but also inspiring. Building on this strategy, FYR took an active role in shaping the design. Low-fidelity wireframes mapped out the user journey, ensuring every page had a clear purpose. FYR’s bold new brand identity came to life as we refined the visuals together through dynamic layouts, clean typography, and striking imagery. With their feedback guiding the dynamic process, the website became a true reflection of FYR’s innovative spirit. Once approved, the design was brought to life by trusted WordPress developers, with FYR’s leadership ensuring every detail aligned with their vision. The result is a website that doesn’t just inform—it inspires.

At the culmination of their rebrand, FYR seized the opportunity to extend their new identity across every brand touchpoint. With a clear vision for how their brand could engage and inspire, FYR embraced a suite of custom-designed assets, including social media graphics, event flyers, white paper templates, pitch decks, and tradeshow materials. From corporate letterhead and business cards to team swag, each deliverable embodied FYR’s refined identity—amplifying brand consistency and recognition at every turn. The pitch deck became a cornerstone of FYR’s Series A efforts, showcasing their innovative work and compelling narrative in a way that captured attention. Their seed-stage investor was so impressed with the result that they requested to share the deck as a “shining example” for other portfolio companies. Meanwhile, the new website brought the brand to life online, offering an engaging platform that told FYR’s story, highlighted its science, and underscored its transformative impact with clarity and confidence. With this reimagined identity, FYR’s brand now stands as a true reflection of its work—bold, innovative, and forward-thinking. Positioned as an industry leader and disruptor, FYR is poised to make its mark on the biotech world, inspiring trust and confidence from investors, collaborators, and customers alike.

The impact of FYR’s rebrand was both immediate and transformative. Even before their Series A pitches began, the new brand was making waves with the right audiences. Element Biosciences, a key collaborator, praised the website and branding for its beauty and professionalism, while FYR’s collaborators remarked on the dynamism of the visuals. The measurable results underscore the success of the transformation. In the year following the launch, FYR’s website saw a remarkable 332.5% increase in page visits and a 43.87% decrease in bounce rate, while their LinkedIn following grew by an impressive 57.38%. The work also earned significant recognition for Boundless (formerly Woodse Creative Co.), including 11 design awards, two industry features, and a nomination for Branding of the Year in 2023. For FYR, the rebrand was far more than a cosmetic update; it was a reinvention of how they present themselves to the world. It equipped them with the tools to confidently tell their story, engage their audience, and position themselves as leaders in a competitive, rapidly evolving industry. Now, with a bold and cohesive brand reflecting its vision, FYR stands ready to shape the future of diagnostics and inspire trust from stakeholders, collaborators, and customers alike.

- Chris Booth, Ph.D., CEO, FYR Diagnostics