our work

Exum Instruments

Exum creates scientific instruments and software ecosystems that increase the discovery of scientific data and speed of development for their clients. This high-performance solution serves scientists and non-scientists alike, breaking barriers with their approachable software and low-cost solutions.

Our team was tasked with developing a brand that the Exum team could launch with confidence, convey their unique position, make a splash in the biotech space and enable them to gather important market intelligence.

Exum’s flagship instrument, the MassBox, competes with more traditional scientific products,  but with its accessible software and greater scope of operation, we developed the brand concept ‘Data Illuminated’ to highlight its unique offering. The brand concept captures both the tangible attributes of Exum’s product, as well as the intangible drive that the company has to make science accessible or illuminated.

Data Illuminated

We evolved the existing logo, simplifying and rebalancing the letterforms to align with its simple and elegant brand personality. We also added a slight glow effect on the ‘U’ to build upon the unique instrument design which features a glowing blue stripe.

We took inspiration from Exum’s product design and continued the palette of dominant black with minimal elements of bright blue while balancing out with subtle shades of grey.

One of the ways that Exum's product stands out from other scientific instruments is their sleek, sophisticated and minimal approach to design. We embraced this aesthetic whole-heartedly and let it lead the way in the website design and experience.

The website profiled Exum’s expertise, product and people in a way that was functional as well as interactive and highly distinct from their competitors. The site was optimized across all devices and platforms maximizing accessibility.

exum instruments home page design animation from studio forum
About page
about website page design for exum instruments designed by studio forum
Instruments Page
black and teal website design of the instruments page for exum instruments
mobile interaction for exum instruments shown on mobile phoneexum instruments resource page mobile design by studio forum
The website incorporates the illumination effect with subtle motion animation to encourage user interaction, as well as builds upon Exum’s cohesive brand experience.

We designed a proprietary icon set to accompany the company’s key messages. These icons visually represented the benefit to the client while continuing the minimal and clean aesthetic.


Black and white photography was injected with personality by incorporating a halftone screen across a section of the image. This represents the massive amount of data that Exums’ instruments can process.

The other photographic style used features the many materials the MassBox can analyse. We gave the viewer a glimpse into the benefits of using the instrument by juxtaposing the substrate obscured (blurred) next to it illuminated (crisp and clear).

Exum has been going from strength to strength since launching at Pittcon only a few months ago. They’ve received a lot of hype being included in Mass Spec industry leaders Robert Thomas’ book, and received feedback that their new brand gives the impression of a much larger company. The website is now allowing for Exum to make a seamless transition into full commercial sales.

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Renderings: Motion Giraffix
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