What does innovation mean to you?

To me, innovation means to use creativity and knowledge to make something or improve something to fit a need – this could be an existing item, product, process, or something that’s newly envisioned.

What part do you think brand, design, and storytelling capabilities play in innovation?

I believe that brand, design, and storytelling – while they form a supportive triad – are individual aspects that serve different capabilities of successful innovation.

Brand, design, and storytelling are each an important role – Brand is like the contract- it symbolizes what the delivery and guarantees are… design is the part that helps the user understand how this will fit and enhance their life… and the storytelling helps understand the value and impact of the product. 

If we think of innovation as a process or spectrum from idea to mock-up or prototype, to new to market, and later as a standard – brand, design, and storytelling have a role across that spectrum, and the weight or positioning of their role may change or be modified.

What are some of the biggest challenges QurAlis faces that brand, storytelling & design can help with?

There are always challenges, however, strong branding, well-aligned storytelling, and understandable design can support messaging and differentiate what is unique and innovative about QurAlis.

What are the changes you are seeing in the next generation of scientists and professionals in your field?

QurAlis takes a pioneering approach in its work and operations, which I think gives us an advantage in embracing whatever challenges we face. 

What are the biggest challenges in recruiting talent?

When recruiting, we are looking for people at all levels and disciplines that reflect QurAlis’ values, but in short have compassion for patients and a pioneering attitude.

How do you feel a brand plays a part in recruiting efforts?

I think brand, along with both professional persona as well as internal operations and activities, needs to be consistent and cohesive.  Brand identity visually articulates the vision, mission, values, and identity of a company in the absence of copy.  People need to know that the QurAlis brand is who we are.

Prior to any of the rebranding or website work, what were some of the challenges QurAlis was facing, and why did you decide to do the work?

The choice for the QurAlis rebrand was in line with the growth of the company. It is important to ensure that the company has a strong internal and public persona at this point in its growth phase.

Since the rebrand, have you seen any changes in people’s perceptions of the company or the science/tech?

The rebrand, which looks great, along with QurAlis’ PR work, and the solid science have made QurAlis a recognizable participant and leader in the biotech landscape.

What was it like working with GoodLab?

GoodLab took the time to engage with the founding team and leadership at QurAlis to understand and articulate their hopes and commitment, and bring it to life in the QurAlis mission, values, and brand.