RYAN COMBS / BRAND STRATEGIST
         
Howdy!
My name is Ryan Combs. I’m a creatively wired, commercially savvy strategist with a strong vision for the role of brand building in value creation.

Prior to my career, I learned about myself to compete as a college distance runner, then enough about other people to make a humble living playing poker.

Eventually, learned that I don’t know jack about squat, but that I could maybe, just maybe channel some of that competitiveness, deep thinking, and a lifelong passion for design into a career in brand strategy.

So far, so good.

EXPERIENCE


Since joining Rivers Agency as the first member of a brand new strategy team, I’ve formalized our strategy offering and led the development of all internal documentation, processes, and frameworks. In addition, I founded our newsletter, Upstream, which you should see on the right.

Splitting my time between our home office in Chapel Hill, NC, and an outpost in sunny London, England, I’ve helped to win over seven 7 figures in new business, facilitated 4 brand transformations, completed 3 naming projects, and contributed to the launch of 2 new companies. Both biotech, but cool enough, right?

I’ve also spent a hell of a lot of time digging on Reddit, and consequently, a lot less time than I’d spend researching elsewhere. Not always the right approach, sure, but different hats for different cats.

Throughout this time, I’ve been fortunate to pick up a toolkit that includes:

  1. Mixed-method research — ethnography, category analysis, opportunity-spotting
  2. Positioning and brand architecture
  3. Creative brief development and delivery
  4. Writing and designing slide decks
  5. Shortening, and shortening, and shortening said slide decks  

    ...and on a more limited level:

  6. Communications planning
  7. Product and innovation strategy


If you wanna talk shop, you can always contact me at ryandavidcombs@gmail.com or shoot me a DM on LinkedIn.




RETURN

Background


Equipped with RNA modulation technology and multiple successful funding founds, Ribometrix needed a new brand identity to signal to investors, partners, and stakeholders that they’re ready to become the next frontier in drug discovery.

PROBLEMRibometrix is the flag bearer in an incredibly new, exciting field of research, but their former identity failed to capture the excitement and significance of their work.

SAMPLE OF 
OLD IDENTITY

WHAT I DID
  1. Conduct discovery and stakeholder interviews
  2. Formulate new sitemap and information architecture
  3. Write and deliver brand design brief
  4. Collaborate with design team and creative director on early concepts 
  5. Work with client to translate scientific concepts into icons and illustrations
  6. Craft brand narrative for investors, employees, and public audiences

STRATEGY Emotionally: Evoke the feeling of discovery with a visual identity that contrasts between distant and imminent.

Functionally: Build a website and icon library that helps Ribometrix accurately express the scientific maturity of their numerous drug discovery programs.

OUTCOMEA small team of designers, scientific PhDs, and one lowly strategist helped Ribometrix launch a new website and brand identity, evolving from mix-and-match science fair visuals to a modern biotech company ready to usher in a new generation of therapeutics. You can see for yourself at https://ribometrix.com/.









Signature patterns contrast between foreground and background to represent that Ribometrix operates in the realm of That Which is Not Yet Known. 



Diagrams of molecular interactions at various levels of visual depth help communicate essential concepts to investors and media.