Scalable brand identity
Core brand attributes defined through design workshop
Design partnership
Novoviah is a Brisbane-based biotechnology company developing the Novoleukin Test System, a platform for measuring antigen-specific T cells in clinical trials. Their work supports pharmaceutical development in areas including celiac disease, autoimmune conditions, and cancer immunotherapy. Their co-founder is a practicing gastroenterologist and the current President of the International Society for the Study of Celiac Disease. The science is serious, and the ambition behind it even more so.
When Novoviah was established in 2020, the brand was still catching up with that ambition. Operating in a highly regulated industry and presenting to pharma partners, clinical trial sponsors, investors, and regulatory stakeholders, they needed a visual identity that could carry the same weight as the work itself.
And it couldn't be a one-off logo project. They needed a brand system built for longevity, one that a design partner could apply consistently across every touchpoint, from the lab to the boardroom, as the business continued to grow.
In biotech, your brand is your credibility signal. Before anyone reads your science, they read your presentation.
When we profiled Novoviah's brand through a structured discovery process, one thing became clear. The audience for this brand is not the general public. It is clinical researchers, pharmaceutical executives, trial sponsors, and investors. People who evaluate credibility instantly, and who do it through the quality of the materials in front of them.
For this audience, presentation and substance are judged by the same standard. The brand needed to communicate precision, authority, and clinical rigour without being cold or inaccessible. It also needed to work across an unusually wide range of formats, from printed labels on blood vials to digital pitch decks for investor meetings. This brand development would later go on to shape the graphic design work LimeHub delivered as Novoviah continued to grow.
Novoviah's audience makes decisions based on scientific credibility. The brand had to communicate the same level of precision as the diagnostics platform itself.
We began with a structured brand profiling process to establish Novoviah's core attributes: authority, precision, innovation, and accessibility. Working closely with the founders and key stakeholders, we validated the emotional tone and visual direction appropriate for the pharmaceutical sector. Every design decision that followed was grounded in this strategic foundation rather than aesthetic preference.
The logo uses a geometric symbol representing cellular precision, supported by clean typography for clarity and professionalism. The colour palette balances clinical blues and soft neutrals to evoke trust and calm, with highlight tones used sparingly for emphasis. Typography was selected for legibility across both digital interfaces and printed clinical materials. The system was designed to work across everything from product packaging and diagnostic labels to digital channels and pitch decks
We delivered a complete brand toolkit including logo variations and usage rules, typography and colour guides, and use-case mockups demonstrating brand consistency across physical and digital touchpoints. The toolkit was designed to be practical and accessible, so that Novoviah's team and any future design partners could apply the brand confidently and consistently without ambiguity.
A complete visual system designed for the pharmaceutical space, built to grow with the business
Defined through structured discovery and embedded into every element of the identity system
Every asset produced since delivery has been built on the same strategic foundation
For a biotech company building long-term relationships with pharmaceutical developers and clinical trial sponsors, brand credibility is not cosmetic; it's commercial. The Novoviah identity system gave the business a visual foundation that could stand up in the rooms that mattered most, and a set of guidelines robust enough to support the output of the graphic design collateral that was created as the business grew.
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