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SafeTraces specializes in using detectable, non-toxic, edible, and safe DNA particles to trace processes on a molecular level. In a very small amount of liquid applied directly to products, SafeTraces increases food and pharma supply chain traceability, and uses the same science to maintain high sanitation standards in manufacturing. Their technology also translates to aeresolized DNA which provides critical information to clients and service providers on aerosol mobility and the infectious aerosol exposure risk in their buildings; an application that’s seen a huge leap forward, following the onset of the COVID-19 pandemic.


As their sales verticals took a huge leap forward in relevance and importance, SafeTraces needed a consistent, sleek, and professional look to take into the marketplace, as well as sales decks for clients and investor pitches. In an environment primed for products focused on indoor air quality, supply chain transparency, and sanitation effectiveness, it was time to strike while the iron was hot. Madak and SafeTraces planned a new website, email marketing campaign, and informative assets that accurately explain how SafeTraces operates.


Madak and SafeTraces worked together on a full branding package, including logos, internal documents, and brand messaging. Madak drafted a new style guide for the SafeTraces brand, built a powerful new website, and produced information-rich video content to educate consumers and generate sales. These videos and assets were arranged into product pages illustrating the benefits of each SafeTraces product line.


SafeTraces’ focus was using their digital presence to qualify lead generation and move more clients down the sales funnel. We focused on targeted email marketing for their main sales verticals; commercial real estate, pharma supply chain, and food manufacturing. We also added an integrated lead generation system to their website to drive sales. As SafeTraces grows, we continue to draft assets in preparation for venture capital pitches and scaling sales.