BGA provided strategic consulting and design services to launch the new Agilent Genomic DNA ScreenTape. Based on the findings from beta-test customer feedback, BGA proposed the dynamic campaign claim; »Quantify. Qualify. Simplify.« The key visual shows the ScreenTape held by a »helping hand«. This imagery works at two levels; showing the dimensions of the product as well as adding a human-touch that had been missing in previous campaign material.

BGA’s new messaging compares the advantages of Agilent’s Genomic DNA ScreenTape, against the standard practice of laborious slab gel electrophoresis. This was portrayed with precision and clarity in both print and digital media.