Proteograph XT was Seer's second product, an assay kit that more than doubled throughput without giving up depth. It cut mass spec time per sample by 2.5 times, putting studies at a new scale within reach of a single lab.
For researchers running large studies, that changed what was possible. But four advantages read like a spec sheet, and proteomics buyers had seen plenty of those. The launch needed one idea that could hold them together and make the upgrade feel like a step forward, not a line item.
We built it around exploring new dimensions. Each advantage became one, named Sight, Scope, Speed, and Scale so all four tied back to Seer.
Sight and Scope spoke to depth: seeing more of the proteome, across more sample types. Speed and Scale spoke to throughput: running more samples, faster, in bigger studies. Together they moved the story from what the kit does to how far researchers could now go.
Each dimension came to life through its own 3D form, movement, and color palette. An XT symbol gave the launch a distinct signature, while video, social, event materials, and Zoom backgrounds carried the idea across every touchpoint. Together, the campaign made a complex product evolution feel clear, connected, and worth paying attention to.
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Outcomes for Proteograph XT
The launch video and social campaign reached researchers across every Seer channel.
More than half of Seer's customer base moved to Proteograph XT within eight months.
Global biopharma leaders onboarded after the campaign launched.
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