Meet Mica. Here was a microscope so remarkable, it really needed its own category. So we created one. Mica is the world’s first “Microhub.” Everything a researcher needs—two microscopes in one, AI-powered, sample-protecting, integrated incubator—unified in one easy-to-use environment. Our value proposition, key messaging and product narrative made real what Mica could do for every researcher—regardless of expertise level.

“This changes everything.” The launch had to be as disruptive as the product itself. In a category that generally focuses on technical details alone, we had to tell a bigger, more compelling story. After all, researchers want to be defined by their science, not their microscopy skills.