Purpose, Mission, Vision, and Values are the sum of Ethos.

Purpose is your company's ‘why,' or reason for being. Mission defines what you do today, what this provides, and for whom. Vision serves as a company's aspirational North Star–what you intend to accomplish in the future. Core Values are the handful of beliefs or principles you will hold your company accountable to.

Defining your Core Offering is where we begin. Our role is to lead a collaborative exploration and the process of crafting language that will resonate and endure.

Before we begin contemplating something this important, we'll need to immerse ourselves in your culture and category and understand what drives your customers. This research primarily comprised of interviews with the leadership team and a preliminary study of your key competitors.

• Core Offering Statement

• Purpose Statement

• Mission Statement

• Vision Statement

• Core Values

The primary purpose of this phase is to identify what is desirable to prospects and distinctive relative to competitive alternatives. This is called Positioning–it’s the cornerstone of brand strategy.

A prerequisite for Positioning is a clear definition of your intended audience. Our first step is understanding who this is and what they value.

Positioning statements should be more evocative than descriptive. They utilize creative language and as such, often transcend strategy work to become brand slogans. A narrative elaborates and forms the basis for the brand story itself. To add authenticity and distinctiveness, we start exploring brand personality in this phase.

In the end, we’re building the Brand Framework–a consolidation of everything from our first two phases of work. This is instrumental in informing the design and activation work to follow

Building on the Ethos output, The Strategy phase takes the marketplace and customers into higher consideration. Customer interviews and/or additional research help generate critical insights. A branding workshop engages your team in an open-ended exploration to help shape the work to come.

• Insights Report

• Naming

• Positioning Statement

• Positioning Narrative

• Brand Personality

• Brand Framework

• Design Brief

Our initial exploration focuses on the core of the brand identity system–the logo itself–but features intuitive extensions that distinguish each concept, like graphics or iconography. Color, typography, and imagery are generally considered supportive, but any of these can define the brand as much as the logo form, so they enter the conversation early. Brand personality work is dimensionalized and the brand’s tone of voice begins to emerge.

Context helps one imagine potential–we apply the sum of our identity concepts to simplified websites, social posts, tradeshow elements, and other tactics that may be especially relevant to your initiative.

Bringing a brand to life is exciting. We’ll engage you deeply in the process of evaluation and refinement.

Ultimately, the details of the brand design work are specified in a preliminary brand guide. This makes it easier to manage projects and verify strategic continuity in the activation phase.

Effective strategy work helps design transcend creative whims. The result of this phase is your new brand toolbox–complete with instructions.

• Primary logo

• Alternate logos

• Comprehensive visual system

• Secondary graphics

• Illustration

• Photography/Videography

• System overview

• Brand standards document

Life Science brands come to life in many ways. The forms activation ideas take are often as unique as the new brand itself. We simultaneously think about impactful introductions and thoughtful plans to evolve the brand with time. The story and the system must work together.

We're adept at developing the fundamentals, like websites, social/video content, and presentations. As blue-sky thinkers, artists, and production experts, we can deliver quite a bit more. Our goal is to demonstrate years of conceptual activation potential. We engage public relations, media, and event partners if and when it becomes necessary.

Orchestrating a launch program requires planning and prioritization. We provide guidance and support to make the most of your budget and ensure a smooth rollout.

We explore novel activation tactics–those uniquely well-suited to your brand idea. And take expert care while making the things at the top of your list.

• Website design and development

• Presentation and deck development

• Advertising campaigns

• Branded photo style

• Video scripting and production

• Social content

• Packaging and displays

• Collateral systems

• Installations and environments

• Event and publicity concepts

• Merchandise