I stumbled upon an interesting article today, it stated that Ireland has been ranked fourth in the EU Start-Up Nation Scoreboard. Reading this allowed me to reflect on our client SiriusXT, emerging from the UCD School Of Physics, this start up is making serious waves in their industry.
Developed by three trail blazers, their technology is over eight years in the making – Their innovative high tech soft x-ray microscope allows scientists to see great details through the use of light. This light (fireball) is created from a powerful laser, which is as hot as the centre of the sun, and about a tenth of the width of a human hair in diameter. It enables researchers to illuminate single cells or tissue samples and produce 3D images of them. The images reveal in extraordinary detail the inner workings of life, drugs and disease on a cellular scale.This pioneering technology is regarded as a real breakthrough in cancer and disease research, allowing scientists to identify how a disease spreads within a cell and how/why particular molecules prevent the spread of this disease. The light sources that have been used to pioneer the technique are the size of a football stadium and cost over €250 million. SiriusXT have condensed this light source to fit on a small table, with a tool researchers can easily fit into their microscopy labs.
SiriusXT have recently been named Best Early Stage Company in Ireland, at the final of the 2015 InterTradeIreland All-Island Seedcorn Investor Readiness Competition.The competition allows entrepreneurs to develop their business ideas, ensuring exposure to venture capitalists, while increasing their business profile.
Dr. Kenneth Fahy, Co-Founder and Tony McEnroe, CEO, SiriusXT
We first met our friends from SiriusXT in 2015, they needed our help in establishing their brand identity for the Seedcorn process. Our goal was to show they were investor – ready. So the guys had this innovative and pioneering piece of technology, but without a brand identity, there is nothing for investors to engage and connect with. We needed the investors to visualize the full business concept, not just the product.
Initially, we developed a creative brief, which we used to capture all necessary strategic information, while gaining a deep understanding of their market. We focused on ensuring the investors understood the value proposition when it was presented, reiterating that it is the only complete solution for the target customer’s problem.
We began by establishing their brand name, their philosophy is “the bright source of soft x-rays”. After a lot of brainstorming and research, we discovered that the brightest star system in the Earth’s night sky is called Sirius – And so SiriusXT was born. We established their target market are disease and drug researchers. Therefore we would need to build a strong, clean, high tech, and trustworthy brand identity to engage with their target. We wanted to demonstrate consistency throughout the entire brand, everything needed to be uniform and identical.
We established their target market are disease and drug researchers. Therefore we would need to build a strong, clean, high tech, and trustworthy brand identity to engage with their target. We wanted to demonstrate consistency throughout the entire brand, everything needed to be uniform and identical.
Design objective – innovative, original, cutting edge, visionary, and forward thinking. We selected their brand colours, through research, and focus groups, deciding on white/orange/blue/midnight navy. The typography was carefully chosen, we needed a clean, clear, modern typeface to convey the futuristic idea of the product. Our goal was to express the depth of the product and just how advanced/innovative it is – their overall brand identity was sharp, high tech, clean lines, we felt an icon or graphic would take away from the clean lines. Our symmetrical vision was rolled out to show the consistency and reliability of the product.
In addition to the Best Early Stage Company Award, SiriusXT won a cash prize of €50,000. The exposure from this competition will no doubt benefit SiriusXT, CDG would like to congratulate the guys on this huge milestone, we look forward to working with you in 2016 and watching SiriusXT grow in the future.