DIRAC LABS
Brand Identity. Website Design. Framer Development
Built a brand identity and a website that communicated frontier science with clarity, confidence, and visual authority from a studio based in India, for a client headquartered in Madison, Wisconsin.
Full brand identity and site for a NASA-backed, NSF I-Corps-supported quantum startup from a founding team with 2 patents
5-page Framer website -built for a US deep tech client from India, positioning Patang Labs as a global design and development studio
Dial-up to deployment-ready -a company that previously had no coherent digital presence now has a site & brand identity
5-page Framer website -built for a US deep tech client from India, positioning Patang Labs as a global design and development studio
Full brand identity and site for a NASA-backed, NSF I-Corps-supported quantum startup from a founding team with 2 patents
Dial-up to deployment-ready -a company that previously had no coherent digital presence now has a site & brand identity
"Passive by design. Powerful by nature. GPS-free quantum navigation for every environment: underwater, underground, indoors."
Quantum Sensing · Deep Tech · Defence · Autonomous Vehicles
Brand Identity, Website Development
January 2025
The Brief
Dirac Labs is a University of Wisconsin-Madison spinout building quantum sensors for GPS-free navigation systems that use the Earth's own magnetic fingerprint to navigate precisely where GPS fails: underwater, underground, indoors, and in contested environments. The technology is genuinely category-defining. The problem: their digital presence didn't reflect it. A deep tech company building the future of navigation deployable on aircraft racks, naval consoles, and cubesat payloads needed a brand and website that could hold its own in front of US defence procurement officers, quantum research institutions, autonomous vehicle companies, and Series A investors simultaneously.
Before We Started
We mapped three distinct audiences the site had to serve simultaneously. Defence and government buyers — DARPA, NASA, US Air Force procurement needed to see deployability specs, platform compatibility, and institutional credibility fast. Commercial sector partners autonomous vehicle companies, UAS manufacturers, robotics firms needed to understand the problem Dirac solves and why quantum sensing solves it better than anything else. Investors and research allies -VCs, quantum ecosystem partners like CQE and NSF — needed to read the founding team's depth and the technology's defensibility immediately.
Brand Stratergy
The strategic frame we landed on: nature already solved this problem. The Earth's crust carries a location-specific magnetic fingerprint. Birds have been navigating by it for millennia. Dirac Labs is building the hardware to let machines do the same. This insight similar to how birds navigate while migrating became the single most powerful piece of copy on the site. It transforms an abstract quantum physics concept into something viscerally intuitive. We built the entire brand narrative around it.
A company that has taken laboratory-grade quantum sensing and put it in a plug-and-play system deployable on aircraft racks, naval consoles, and cubesat payloads. The tagline "Passive by design. Powerful by nature." captures both the technical reality (passive sensing -no emissions, no jamming vulnerability) and the philosophical ambition.
Brand Identity
Dark, cinematic palette. Near-black backgrounds with precisely controlled light referencing quantum optics, sensor glow, the interior of a lab at 2am. Motion-first. The hero runs a looping video a quantum sensor in operation, the kind of footage that communicates "this is real hardware" in three seconds. The NVD-4 product page opens with its own video loop. Across the site, motion is used with restraint: when it appears, it earns attention. Typography and layout: Clean, precise, scientific wide tracking on headlines, generous white space within the dark field. The kind of type system that reads equally well in a pitch deck to a VC and a technical proposal to a defence programme office.
Before -> After (Impact)
Brand Transformation
Before->After
Website
Architecture: Home → Tech (Product) → NVD-4 Product Detail → About (Team) → Careers → Contact, The magnetic fingerprint explainer section follows immediately: a visual of Earth's magnetic field, the bird migration analogy, and the conceptual bridge to the NVD-4. A 6-frame product UI carousel shows real interface outputs.
NVD-4 Product Detail - A plug-and-play quantum positioning system that utilises Earth's magnetic fingerprint for navigating on various platforms." The headline "Miniature Mass, Monumental Accuracy" frames the core product proposition: a diamond NV-centre magnetometer measuring vector fields.
DIRAC LABS
Brand Identity. Website Design. Framer Development
Built a brand identity and a website that communicated frontier science with clarity, confidence, and visual authority from a studio based in India, for a client headquartered in Madison, Wisconsin.
Full brand identity and site for a NASA-backed, NSF I-Corps-supported quantum startup from a founding team with 2 patents
5-page Framer website -built for a US deep tech client from India, positioning Patang Labs as a global design and development studio
Dial-up to deployment-ready -a company that previously had no coherent digital presence now has a site & brand identity
Full brand identity and site for a NASA-backed, NSF I-Corps-supported quantum startup from a founding team with 2 patents
5-page Framer website -built for a US deep tech client from India, positioning Patang Labs as a global design and development studio
Dial-up to deployment-ready -a company that previously had no coherent digital presence now has a site & brand identity
"Passive by design. Powerful by nature. GPS-free quantum navigation for every environment: underwater, underground, indoors."
Quantum Sensing · Deep Tech · Defence · Autonomous Vehicles
Brand Identity, Website Development
January 2025
The Brief
Dirac Labs is a University of Wisconsin-Madison spinout building quantum sensors for GPS-free navigation systems that use the Earth's own magnetic fingerprint to navigate precisely where GPS fails: underwater, underground, indoors, and in contested environments. The technology is genuinely category-defining. The problem: their digital presence didn't reflect it. A deep tech company building the future of navigation deployable on aircraft racks, naval consoles, and cubesat payloads needed a brand and website that could hold its own in front of US defence procurement officers, quantum research institutions, autonomous vehicle companies, and Series A investors simultaneously.
Before We Started
Brand Stratergy
The strategic frame we landed on: nature already solved this problem. The Earth's crust carries a location-specific magnetic fingerprint. Birds have been navigating by it for millennia. Dirac Labs is building the hardware to let machines do the same. This insight similar to how birds navigate while migrating became the single most powerful piece of copy on the site. It transforms an abstract quantum physics concept into something viscerally intuitive. We built the entire brand narrative around it.
Brand Identity
We mapped three distinct audiences the site had to serve simultaneously. Defence and government buyers — DARPA, NASA, US Air Force procurement needed to see deployability specs, platform compatibility, and institutional credibility fast. Commercial sector partners autonomous vehicle companies, UAS manufacturers, robotics firms needed to understand the problem Dirac solves and why quantum sensing solves it better than anything else. Investors and research allies -VCs, quantum ecosystem partners like CQE and NSF — needed to read the founding team's depth and the technology's defensibility immediately.
Website
Dark, cinematic palette. Near-black backgrounds with precisely controlled light referencing quantum optics, sensor glow, the interior of a lab at 2am. Motion-first. The hero runs a looping video a quantum sensor in operation, the kind of footage that communicates "this is real hardware" in three seconds. The NVD-4 product page opens with its own video loop. Across the site, motion is used with restraint: when it appears, it earns attention. Typography and layout: Clean, precise, scientific wide tracking on headlines, generous white space within the dark field. The kind of type system that reads equally well in a pitch deck to a VC and a technical proposal to a defence programme office.
Before -> After (Impact)
Brand Transformation
Before->After
Development
Architecture: Home → Tech (Product) → NVD-4 Product Detail → About (Team) → Careers → Contact, The magnetic fingerprint explainer section follows immediately: a visual of Earth's magnetic field, the bird migration analogy, and the conceptual bridge to the NVD-4. A 6-frame product UI carousel shows real interface outputs.
NVD-4 Product Detail - A plug-and-play quantum positioning system that utilises Earth's magnetic fingerprint for navigating on various platforms." The headline "Miniature Mass, Monumental Accuracy" frames the core product proposition: a diamond NV-centre magnetometer measuring vector fields.
Video hero and product page loops -Framer's native video component handling full-bleed looping MP4s on the homepage and NVD-4 page, with optimised autoplay and mobile fallbacks Image carousel -6-frame product UI slider on the homepage built as a Framer interactive component with custom arrow controls NVD-4 contact form -Airtable-connected deployment enquiry form, embedded natively within the Framer page Full responsive build -mobile nav, stacked layouts, touch-optimised interactions across all pages
A company that has taken laboratory-grade quantum sensing and put it in a plug-and-play system deployable on aircraft racks, naval consoles, and cubesat payloads. The tagline "Passive by design. Powerful by nature." captures both the technical reality (passive sensing -no emissions, no jamming vulnerability) and the philosophical ambition.
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