Genuity Science, Global genomics company

Before: WuxiNEXTCODE & Genomics Ireland

WuxiNEXTCODE and Genomics Medicine Ireland approached NameGirl for a new global brand name to help them formalize a restructuring to integrate their U.S., Ireland and Iceland operations and separate from WuXi NextCODE’s Shanghai operations. Headquartered in the US, this global genomics company is on an an extraordinary mission to harness the power of genomic insights and AI to catalyze precision health and improve the quality of life for patients around the world. Their Cohorts Analytics Platform has been called, “The world’s leading platform for storing, sharing, and interpreting massive sets of genomic data,” by FastCompany.

THE CHALLENGE

  • Global rebrand from M&A of multiple companies
  • Name that works across multiple languages, countries and cultures
  • Both D2C and B2B markets
  • Global trademark availability
  • Global domain availability
  • Consensus building across three countries


OUR WORK

We kicked off the project with a collaborative naming workshop in Cambridge, spearheaded by Amy Swearingen, VP, Corporate Communications & Brand (who HQs in Ireland) and Cara Harrington, Director of Marketing Services (whom we had worked with before). The workshop brought together key stakeholders from multiple countries, including CEO Rob Brainin and many of the internationally recognized and brilliant scientists whose research and discoveries have improved lives.   It was a key step in the research and immersion of this project that enabled Kim to hear stories about the brand directly from key stakeholders.

From the workshop, NameGirl structured a Naming Brief with a comprehensive list of criteria.  The marketing team and NameGirl iterated for weeks, brainstorming and giving feedback until we had distilled down all the requirements into a strategic shortlist of powerful, targeted names that told the story of the new rebrand, had passed preliminary global trademark screening and with smartly matching available domains.

NameGirl then performed deeper preliminary global trademark screening, and debriefed and introduced an IP attorney to finalize the naming process.

“Our new name, Genuity Science, better reflects the company’s structure, mission and strategic direction and signifies the ingenuity, insights and innovation of our approach,” said CEO Rob Brainin.

See more in a video about the global rebrand launch here: GenuitySciLaunchNews.
www.GenuitySci.com

Summary

  • Global rebrand – master brand name
  • AI, biotech field naming
  • Preliminary global TM screening in US, UK, EU
  • Global domain selection
  • Debriefed and provided intro to IP attorney, understanding of global trademarking
  • Collaborative workshop, brainstorming and consensus building

“We collaborated with Kim on a journey to develop our new global brand. Our process involved not only our executive leadership team but also facilitated workshops with other cross-functional/cross-geography teams. After working together for several weeks, we selected the final name that was both competitively unique and also representative of our company values. It was great that our new brand also met the high bar of availability in a challenging multi-country trademark environment. It was great to have Kim’s expertise and creativity throughout the process. We are really happy with our new brand!”

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