The Next Generation
As Codex DNA emerged from Synthetic Genomics, Inc., it sought to evolve the look and feel of its revolutionary BioXp™ 3200 synthetic biology workstation to reflect the new company’s DNA. Five years ago, DDSTUDIO designed the original BioXp™ system, which won numerous honors, including the 2016 Good Design Award. We were thrilled to have an opportunity to design a modernized, next-generation device.
We are proud to now introduce the new BioXp™ 3250 system. Its iconic, futuristic design represents its cutting-edge internal technology and establishes Codex DNA as a strong and distinctive brand.
Codex DNA focuses exclusively on empowering researchers with all the tools they need to rapidly and accurately write large quantities of synthetic DNA. The company’s next-generation, benchtop platform, the BioXp™ 3250, reduces the timelines for identifying vaccine and biologic drug candidates from weeks to days by automatically performing the steps necessary to synthesize, assemble, and clone synthetic genes in a single overnight run.
Codex DNA wanted a more sophisticated look and feel for the BioXp™ 3250, including increased functionality of the technology and a visually reduced form detail. The company also needed the changes quickly, so that the system could be used to address vaccine development needs for combating COVID-19.
The new design maintained the majority of the internal components. Externally we refined a low-profile, door-opening mechanism. We added a large view window, covering the front surface of the lid, which allows users to see the action within. The touchscreen display was enlarged for better usability and to meet customer trend expectations. The engineering work was intentionally surface form development and detailing, built upon our existing CAD and allowed us to get to production in three months.
Given the rapid prototyping schedule, we worked closely with Codex DNA’s marketing team to develop dynamic animations and high-quality renderings for use in collateral and promotional materials. All of these assets were available for the Codex DNA website and sales enablement tools before there was a final product to photograph. DDSTUDIO was perfectly positioned to create the marketing assets because we already had the CAD. We had also done all the research to fully understand the market and develop empathy for the user’s needs.
Codex DNA maximized the benefits of collaboration with a seasoned design firm and empowered itself to achieve strategic objectives in an accelerated time frame. Together we developed a new product without disrupting production. We created marketing assets simultaneously with product development. With the instrument launched and orders already being placed, the scene is now set for future Codex DNA products: Signature elements of the BioXp™ 3250 system will transfer directly, and a style guide will inform the approach.
Congratulations Codex DNA!