The following is a case study about a laboratory photography project we completed in 2020 for Noblegen Inc. (now Solar Bio Tech), an advanced digital biology company within the food and agriculture industry. Our client commissioned us to capture hero images of their employees, as well as interesting and unique images of their lab and equipment, all to support their rebranding initiatives. Through their rapid growth as a company, they wanted the images to highlight their innovation in the industry, as well as how they are influencing the future of food and agriculture
Who is Noblegen?
Founder and CEO, Adam Noble, launched the first version of the company in 2013 in Peterborough, Ontario, called Noble Tech Inc. Back then, the company was focused on cleantech through water purification.
In 2016, the company rebranded to Noblegen Inc and expanded with a 50,000 square foot cleantech algae plant, that opened in 2018. Under the new brand of Noblegen, the biotech startup expanded their research and development into food products, including plant-based meat substitutes and egg substitutes. All with the goal of creating sustainable products that consumers actually enjoy.
What Makes Noblegen Inc Different?
Noblegen Inc. was born from the idea of one person, Adam Noble. Throughout his life and career, he has collaborated and learned from many along the way, but the passion and dedication to this company and idea was all derived from him.
While Adam was in high-school, he discovered while researching for a science fair project, that certain types of algae could filter water, which then changed the course of his life. From 2009-2013, Adam worked as a researcher for Trent University, in the Durham Region, where he developed a new filtration technology.
At Trent University, Adam Noble started to make a name for himself and became known as a visionary and disrupter in the cleantech industry. In 2016, at the young age of 22, he was awarded Startup Canada’s Young Entrepreneur Award.
In 2021, Adam was named one of Canada’s top 30 under 30 and recognized for his work in sustainability and food sciences. At the time of being awarded this prestigious title, Adam had raised $42.5 million in capital and employed more than 50 people in Peterborough, Ontario.
Also in 2021, Adam was selected as one of Report on Business Magazine’s “Top 50 Changemakers”, solidifying Adam as an industry leader.
It’s through his innovation and vision for growth that has taken Noblegen from a high-school research project, to a top Canadian biotech company.
Noblegen Inc. Acquired by Solar Bio Tech Canada in 2023
In mid-2023, Noblegen was acquired by Solar Bio Tech, a developer and producer of synthetic products, based in the U.S. This amalgamation will bring both company’s expertise and technology together to revolutionize the food and agriculture industry. Adam Noble has remained a part of the company, as the Chief Visionary Officer, continuing the collaboration, innovation, and growth of the technology and research.
Why was Laboratory Photography Important for Noblegen Inc?
Laboratory photography was crucial for Noblegen Inc. as it offers a visual representation of the company’s commitment to innovation, precision, and state-of-the-art technology. These images not only exemplify the company’s cutting-edge research and development capabilities but also serve as a testament to the rigorous procedures and high standards maintained in their labs.
The use of professional photography aids in establishing trust and credibility among stakeholders, investors, and customers. It also offers a unique insight into the day-to-day operations and can be instrumental in humanizing the brand by showcasing the dedicated team behind the advanced technological products and solutions, resulting in generating authenticity.
Techniques Used in Lab Photography
Dynamic Lighting plays a crucial role, as it can dramatically influence the quality and mood of the final image. In our project with Noblegen, we employed a combination of natural, available, and supplemental lighting to accurately portray the lab environment, and to highlight the technologically advanced equipment. For a few scenarios, we also added some gels to the lights in purple and blue to add a dramatic effect. We wanted to create hero images that stood out and simulated a futuristic look to further bolden the final product.
Depth of Field is another technique we used for this project. By adjusting the camera’s aperture, we could focus on particular elements in a scene and blur out others, creating a sense of depth and giving the viewer’s eye a clear focal point. Depth of field was utilized to emphasize the intricacies of the lab equipment and the meticulous work of the Noblegen team.
Composition is key in creating a visually compelling image. Using principles such as the rule of thirds and leading lines, we composed our shots to draw the viewer’s attention to the most important aspects of the scene. This approach was instrumental in capturing the innovation and dynamic nature of Noblegen’s work environment.
Post-production allowed us to refine the images, adjusting aspects such as contrast, color balance, sharpness, and exposure to deliver high-quality, professional photographs that truly encapsulate the spirit of Noblegen Inc.
Noblegen Inc. utilized the professional lab photographs for a range of business purposes, all designed to enhance their brand and promote their innovative work. Primarily, these images were integrated into their website and social media platforms, offering a visual narrative of their pioneering research and lab processes.
The photographs also found their way into corporate presentations and investor pitches, offering tangible proof of their state-of-the-art facilities and dedicated team. In addition, the images were used in press releases and public communication materials, further solidifying Noblegen Inc.’s reputation as a leader in the biotech industry.
Professional laboratory photography has proven to be an invaluable tool for Noblegen Inc. It has not only helped the company illustrate its narrative of innovation and commitment to excellence but also establish a stronger connection with its stakeholders. The effective use of techniques like dynamic lighting, depth of field control, thoughtful composition, and post-production refinement, resulted in high-quality, professional images that truly represent the overall brand.
As we move forward in this digital age, visual storytelling through laboratory photography will continue to play a pivotal role in representing the intricate work carried out in labs, serving as a vital component in the marketing and communication strategies of biotech companies like Noblegen.
We hope that this case study has provided you with some insights into our approach to photography and how we work with our clients to achieve their goals. If you have any questions, or if you would like to learn more about our services, please contact us. We would be happy to discuss your specific needs and see how we can help.