ReachBio is extending its trade name and will start doing business as ReachBio Research Labs, effective immediately. As part of this rebranding, the company has updated its logo and launched a re-designed web site.

Rob Chaney, ReachBio's general manager and chief operating officer, said the new trade name reflects the company's evolving business within the life sciences contract research sector. "When we started ReachBio back in 2007, a large part of our business was comprised of performing hematopoietic colony-forming cell assays (predominantly CFU-GM and CFU-Mk), to predict drug-induced neutropenia and thrombocytopenia. Our clients were mainly biotech and pharma companies developing small molecule therapeutics like kinase inhibitors. Those standard services still are an important part of our business and now we're testing a wider variety of compounds, including antibody-based biologics.

“But as time has gone on,” said Chaney, “we've found that our reputation for being great cell biologists has resulted in the custom research part of our business really growing. We've done many complex customized projects for clients for which our primary cell biology expertise has been a perfect fit. But some of the things we've been asked to do are so unique that we never directly advertised them as services we could do....This re-branding effort is a step towards making our customized research capabilities more obvious."