We build strong businesses from the inside out.
At Chai Gate, our six strategic service pillars and time-tested methodology blend dialogue and data to clarify your most valuable offerings, highlight stakeholder needs, and align with market fundamentals — revealing powerful opportunities for your brand and business.
Then we unlock those opportunities together through stories, systems, and design — creating lasting value for you by accounting for everyone.
At Chai Gate, our six strategic service pillars and time-tested methodology blend dialogue and data to clarify your most valuable offerings, highlight stakeholder needs, and align with market fundamentals — revealing powerful opportunities for your brand and business.
Then we unlock those opportunities together through stories, systems, and design — creating lasting value for you by accounting for everyone.
Beckman Coulter
Brand Strategy / Market Research / Customer Research / Brand Positioning / Visual Communication System Design / Information Architecture / Corporate Messaging / Art Direction
For Chandler Chicco Agency, New York City, NY
︎︎ Where we were. Beckman Coulter, a global leader in biomedical research and diagnostics, needed to reestablish their corporate brand's market presence following challenging press coverage. Despite their pioneering role in laboratory science, their connection with key decision-makers had weakened.
︎ Where we wanted to be. The company aimed to rebuild trust and create meaningful connections with laboratory decision-makers by emphasizing their commitment to precision and accuracy—values that lie at the heart of scientific research and patient care.
Brand Strategy / Market Research / Customer Research / Brand Positioning / Visual Communication System Design / Information Architecture / Corporate Messaging / Art Direction
For Chandler Chicco Agency, New York City, NY
︎︎ Where we were. Beckman Coulter, a global leader in biomedical research and diagnostics, needed to reestablish their corporate brand's market presence following challenging press coverage. Despite their pioneering role in laboratory science, their connection with key decision-makers had weakened.
︎ Where we wanted to be. The company aimed to rebuild trust and create meaningful connections with laboratory decision-makers by emphasizing their commitment to precision and accuracy—values that lie at the heart of scientific research and patient care.
︎ How we got there. Through deep engagement with laboratory professionals, we uncovered crucial insights about their priorities and processes. This research revealed that precision and accuracy weren't just technical requirements—they were fundamental motivational drivers for their clientele.
We developed a strategic positioning that placed these values at the core of the brand narrative. To bring this positioning to life, we created a sophisticated visual grid system that showcased both the mechanical precision of their diagnostic equipment and the human impact of accurate results.
The result was a revitalized corporate brand that successfully reconnected with their audience by demonstrating Beckman Coulter's unwavering commitment to diagnostic excellence, scientific innovation, and best-in-class service expertise. The new brand communication system unified their message of empowering care through precision, helping rebuild trust with laboratory professionals worldwide.
We developed a strategic positioning that placed these values at the core of the brand narrative. To bring this positioning to life, we created a sophisticated visual grid system that showcased both the mechanical precision of their diagnostic equipment and the human impact of accurate results.
The result was a revitalized corporate brand that successfully reconnected with their audience by demonstrating Beckman Coulter's unwavering commitment to diagnostic excellence, scientific innovation, and best-in-class service expertise. The new brand communication system unified their message of empowering care through precision, helping rebuild trust with laboratory professionals worldwide.
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