Medical device naming and tagline development

Purigen Bio approached Catchword to develop a name for its unique, and truly revolutionary, automated approach to prepping and purifying biological samples. The technology, Isotachophoresis (ITP), uses an electric current to not only separate the target molecules from the rest of the sample, but concentrate and focus them as well. The new name, Ionic, speaks to the process by which the technology moves the target molecules to an isolated location between the two sets of electrolytes, into what the company refers to as the ITP zone. Catchword also developed the company’s new tagline “Pure & Simple.” to highlight both the enhanced biological output and the system’s ease of use.