Benchling

A $6B biotech platform needed a marketing site that could scale with the product

Benchling is a life sciences R&D cloud platform used by over 200,000 scientists at companies like Moderna, Regeneron, and Gilead. Their existing marketing site hadn't kept pace with the product — it lacked a high-end visual style, wasn't structured systematically, and couldn't scale as the company added new product lines, use cases, and content.

Working with Code & Theory, I was part of a three-person design team — myself, a UX designer, and a visual designer. We collaboratively tackled the content strategy, zone diagrams, visual look and feel, and component architecture for a comprehensive redesign of the product and company marketing site.

Zone diagrams and components that tell stories in a repeatable way

The core challenge wasn't just making it look better — it was making it scalable. Every page needed to be built from reusable zones and components that could be assembled and maintained through a CMS. I focused on standardizing and componentizing everything so that as Benchling added product pages, use cases, and landing pages, the team could build them consistently without starting from scratch each time.

We designed zone diagrams that structured content into repeatable narrative patterns — hero sections, product feature breakdowns, customer proof points, CTAs — and delivered a comprehensive template guide covering desktop and mobile specifications for every component.

A template guide that made the system buildable and maintainable

The template guide documented every component across desktop and mobile — specifying layout, spacing, content requirements, and responsive behavior. This wasn't a design system in the traditional sense — it was a production blueprint that gave the engineering and content teams everything they needed to build and extend the site independently.