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Twist Bioscience:

Upping the expectations



Discover how Linus primed Twist Bioscience with the right insights and experiences to captivate and change the minds of a new audience.

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What we did.

Strategy Linus Capabilities


  • Brand Activation
  • Go-To-Market Strategy
  • Market Segmentation
  • Competitive Assessment
  • Stakeholder Alignment
  • Customer Research
Creative Linus Capabilities


  • Campaign Concept
  • Catalytic Experience (Touch Screen)
  • Copywriting
  • UI/UX
  • Development

Campaign results.








(out of 922 attendees)

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The campaign.

Twist Bioscience has revolutionized the synthetic DNA market, changing the way DNA is made. With their proprietary tools and technology to overcome efficiencies, the company has staked a claim in being a superior offering to their customers—whether they be in the medical industry, agricultural business, or anywhere in between. Their technology is known for industrializing the production of cost-effective, consistent, and scalable DNA.



Always pushing their company to be on the cutting edge, Twist was ready to release a new product—an Exome Sequencing Kit—that would disrupt the market, debuting it at the 2018 AGBT Conference to the crowded Next Generation Sequencing (NGS) market.

To do so successfully, we worked with Twist to articulate a value proposition that would strongly resonate with scientists and customers today and in the future. To truly deliver a compelling message, we helped Twist understand the existing barriers scientists faced on their buying journey and how they would evolve to make decisions when it came to synthetic DNA.

Through stakeholder interviews and competitive assessments, we uncovered a valuable moment of truth: with today’s exam technology, scientists are expected to deliver breakthrough discoveries with outdated technology—force-fitting their aspirations into inferior tools already available.

Twist’s newest technology leaves scientists unhindered by menial, time-consuming tasks, giving them more time to do what they do best—discover, be insatiably curious, and change the world for the better.



To get scientists to come to this realization—and help Twist resonate with their audience at AGBT—we crafted the campaign, “Don’t Settle.” It called for scientists to really think about the kind of technology they were using, showing them that they could get so much more through sequencing with higher expectations for the industry’s leaders and the tech they were putting on the market.

Twist Don't Settle Poster Linus

We developed a messaging system that reminded scientists that they shouldn’t settle for industry standards and that better options are always there for the curious who seek them out.

Twist Don't Settle Ad Linus

Our interactive visual experience simulated a lab-like problem that scientists were all too familiar with. The targeted sequencing experiments that highlighted all the places scientists usually settle for less than optimal tools during targeted sequencing library prep.

Touch Screen Experience demo



The product successfully launched at AGBT 2018 with an interactive experience, that engaged the conference audiences and really proved its worth among participants. Along with the launch, we also synchronized a creative campaign, complete with digital ads, social media posts and outdoor posters strategically placed around airports and areas that AGBT guests would frequent.

Twist Don't Settle Photo Booth Linus
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