Capturing 25 years of research into a visual story
When you think of scientific milestones, your mind might leap to complex experiments, groundbreaking papers, or Nobel-worthy discoveries. Not bold typography, striking imagery, or a daringly modern visual identity. But for Emma Lane and Kate Dowrie from UQ’s Brand & Creative Studio, celebrating the Institute for Molecular Bioscience’s 25th anniversary was about capturing more than just the science itself. It was about capturing the stories behind the discoveries — the people driving change — and sharing them in a way the world could see, understand, and remember.
Emma, Principal Brand Advisor, has spent the last three and a half years developing a deep understanding of UQ’s brand across its institutes, faculties, sub-brands, and centres. Kate Dowrie, Senior Graphic and Digital Designer, joined UQ’s impressive Creative Studio two years ago from the fast-paced world of design agencies. Together, they took on the challenge of distilling a quarter-century of groundbreaking research into a single visual identity, something that would honour IMB’s legacy while looking firmly to the future.
“It’s not just about making something pretty,” Kate explains. “It needs to mean something to the people who work here. We wanted the scientists and people of IMB to feel represented.”
Rather than relying solely on web pages or existing brand material, the design team immersed themselves in the IMB environment, touring the labs, meeting scientists, and discovering the intricate work happening behind the bench.
“You can read as much as you want at your desk, but being in the space is different,” Kate says. “You see how researchers dedicate years—even decades—to something as small as a leaf or a single cell. It’s extraordinary.”
This behind-the-scenes insight fed directly into their design thinking. The resulting 25th anniversary identity took inspiration from the cyclotide, a peptide from Professor David Craik’s lab and a stunning sculpture that is housed within the institute’s walls. “It was the perfect unifying symbol,” says Emma. “It represents innovation, collaboration, connectivity and evolution—just like the research itself.”
One of the most satisfying outcomes was creating a visual identity that could live beyond the anniversary year, designing for legacy rather than a singular campaign. By removing the “25” element, the design becomes a lasting part of IMB’s brand language and story that aligns with the broader University brand and positioning.
“The identity feels grounded and strong, but also fluid enough to adapt for future use,” Kate reflected.
Their process mirrored that of scientific research: coming up with a hypothesis, experimenting, refining, and collaborating with stakeholders at every stage. “We tried so many variations,” Kate recalls. “We even roped in my partner—he’s a draughtsman—to help perfect the 25 in CAD software so it looked right and kept the cyclotide shape.”
The final design blends bold numerals with photo realistic images rendered with a half- and half device. One side shows an unedited scientific subject, like algae or an agar plate, while the other transforms it into something more abstract and dreamlike.
“That’s the lens scientists use every day,” says Emma. “To most of us, it’s just a leaf. But to them, it’s an entire world full of possibilities.”
Some elements required extra dedication, like photographing a highly venomous funnel-web spider when stock imagery didn’t cut it. “We suited up, went into the insectary, and worked with the spider’s caretaker and lab technicians to get the perfect shot,” Kate recalls. “It was a bit nerve-wracking, but also incredible.”
For Emma, the experience underscored the value of deep collaboration. “Everyone involved, from scientists to our video team, played a role in shaping something we can all be proud of. That’s why people want to use the design elements, it comes from a place of authenticity.”
As for how the identity moves into the future Emma hopes staff and students will embrace it with “excitement, energy and hope.” Kate adds, “we want them to see science as bold, vibrant, and full of possibility—not just white lab coats and sterile walls.”
From the meticulous curves of a cyclotide to the gleam in a researcher’s eye, this anniversary identity is more than a visual identity, it’s a celebration of 25 years of curiosity, collaboration, and discovery. And thanks to Emma, Kate and the creative teams vision, it’s a story told in a language both scientists and the wider world can see, feel, and be inspired by.
