What makes this design great: Asimov is a biotech company that designs and manufactures cell and gene therapies. Because this work is so complex, they have to find ways to simplify it through design. This section explains, at a high level, what they focus on. They keep the design simple, spacious, and relaxing. Their use of subtle light-colored gradients, combined with soothing colors literally makes their therapies feel therapeutic. The little bit of graph paper peeking out behind each icon ties the design together to make it feel scientific. There’s no harsh borders, no stark colors, no brutalist design. A soft and inviting design can make even complex topics feel welcoming.
Key takeaway: As designers, it’s our job to bring visitors into our world and make them feel emotionally what our organization is all about. Matching the aesthetic of your design to the mission of your project is how designers can get buy-in from visitors.