Mind to Market

Strategy, Concept, Design, Layout

Objective: Develop a bold identity and engaging conference materials for the 2021 NCI SBIR Translational Resources to Expedite Commercialization Success (TRECS) Workshop, an event designed to educate and empower cancer technology entrepreneurs by connecting them with vital SBIR resources and showcasing successful commercialization journeys.

Solution: To reflect how the cancer entrepreneurs attending the TRECS Workshop are essentially learning how to take their technologies from mind to market, this visual identity concept centers around the abstract interpretation of a modern marketplace. Nine bold squares evoke market stalls, each paired with symbolic icons representing core elements of the SBIR commercialization process. While grounded in the newly refreshed SBIR brand system, the design establishes a distinct identity for TRECS with a visual language that is fresh, focused, and forward-looking.