POSITIONING & NAMING
Working closely with the client team, we identified audiences, competitive landscape, and brand essentials and then developed the brand pillars, positioning, and story. The Science of Success encapsulates the company’s cutting-edge, precise expertise and ability to deliver effective solutions as well as the science-based industries it serves.
To meet the client’s tight schedule, we simultaneously began name development. After thousands of candidates, the client selected Catalyx, a powerful tech-forward variant of catalyst, a word that, in its literal meaning, expresses speed and transformation and places the brand in the science field and, metaphorically, highlights the company’s role as a change maker. The final x of the name underscores the precise, strong, sciencey sound as well as the ideas of speed and cutting edge. The name recalls calyx (the outermost part of a flower or a cuplike structure in anatomy), further connecting the brand to biology as well as the idea of all-encompassing solutions. The exact .ai domain name was available.
BRINGING THE BRAND
The simple yet expressive icon marries two stylized Cs to form and X, recalling the name while emphasizing the ideas of collaboration and optimization (the intersection point of two or more desirable qualities). Its upward attitude suggests growth and business success.
The typeface is also simple and tech-forward without feeling cold, a human vibe reinforced by the purples of the palette.
The new brand launched in September 2023 with fanfare at multiple industry conferences. Internal audiences are excited about the new name and look, and the client decided to use the positioning we developed (usually an internal-facing guide) as the summary of their mission.