A web page showing the new deepmatter brand. The words 'The fastest path to discovery' sit on a bright green background.

A name that resonates

Moving Brands was approached to bring this revolutionary start-up to life as a compelling, authentic and living brand. After defining the strategy, we began by giving the company a distinct name that speaks to chemistry at its essential, molecular level — deepmatter.

A story of liberation & inspiration

Our brand story captures how deepmatter’s digital tools liberate chemists from the workbench, freeing them to focus on what is most exciting and valuable — pushing the boundaries of knowledge.

Rooted in this narrative, we created a living brand identity, including a bespoke generative typeface, as well as building a website and designing product packaging.

Branded product packaging for DeviceX, a multi-sensor data capture device that records info from a reaction flask to a cloud storage platform.
On the left is a mock-up of a deepmatter starter kit featuring the new brand. On the right is a close-up of the DeviceX multi-sensor data capture device.

Distinct by design

Deep Mono, the custom typeface we designed in collaboration with Colophon Foundry, is expressed in three states reflecting the three states of matter in chemistry – gas, liquid, and solid. It stamps the brand’s unmistakable presence wherever it appears, combining the structural forms of coding with the organic forms of chemistry.

Rapid growth

The deepmatter brand launched in 2018. In less than a year, they acquired InfoChem, a specialist in cheminformatics, for £2m, while also raising £4m in an ‘oversubscribed fundraising’.

The deepmatter website as it would look with the new brand, displayed on the screen of a MacBook Pro.
A mock-up of an annual deepmatter report in the new brand, featuring the custom Deep Mono typeface and a pie chart.
A bag, clothing and lab books all featuring the new deepmatter brand.

“Moving Brands has helped us immeasurably in bringing to life our vision of becoming for chemistry what Google search is for the internet.”


Professor Lee Cronin
Founder, Deepmatter