Runways / 200+

The Runway archive.

Every Runway starts with a company in the middle of a change. Here are 22 of them.

AllMergersBrand architectureNew names and categoriesRepositioningLaunchesLeader brands
Close-up of a blue morpho butterfly resting with wings open, its bright blue wings edged in black with small white spots, on a dark teal background.

Brand architecture

Runway #235HHCI

One brand architecture for care, training and research

The challenge:

The structure had become harder to navigate than the care itself.

The new direction:

One clearer brand architecture built around HHCI as bringing mental health care within reach, with care, training and research together under one story.

View Runway
A low-angle photograph of a large dark steel sculpture built from walkable staircases with metal steps and railings, its arc sweeping down from the upper left and curling into a full vertical loop right of center, silhouetted against a deep twilight blue sky streaked with pale peach clouds.

Repositioning

Runway #198Praxent

Command Your Future

The challenge:

The business had changed, but the brand had not caught up with its ambition.

The new direction:

A financial-services brand built to lead, with a line to carry it: Command Your Future.

View Runway
A close-up view from above of several colleagues stacking their hands together in the centre of the frame, arms reaching in from every side, in deep navy and blush pink sleeves with a black-and-white striped cuff, over a softly blurred olive and tan background.

Repositioning

Runway #175DOXA Talent

A people-first brand for global talent

The challenge:

DOXA Talent had built a different kind of staffing company around its people. The market still sorted it with low-cost offshore providers.

The new direction:

A people-first brand built to raise the standard for global talent and grow with the changing world of work.

View Runway
A studio portrait of a young woman with dark hair pulled back and a small gold hoop earring, smiling with her mouth open as she lifts a tortilla chip coated in dip toward it, while she holds a low two-handled turquoise bowl filled with the same dip, against a solid deep teal backdrop and wearing a bright green sweatshirt over a lime collar.

Repositioning

Runway #203i4COLOR

Your Brand. In Vivid Color.

The challenge:

The market was evolving, and i4COLOR needed a position that reflected its expertise and impact.

The new direction:

A brand that brings its obsession with color, quality and real-world impact forward, carried by one line: Your Brand. In Vivid Color.

View Runway
A night photograph of a dense city skyline seen from above across a river, its towers lit in gold and cyan beneath a dark sky, with a glowing web of white nodes joined by fine lines spread across the upper half like a network map.

Repositioning

Runway #94Entelligence

The partner behind the technology, Always Ready.

The challenge:

Entelligence did its best work under other companies’ names. Its people were the difference, and the brand didn’t show it.

The new direction:

A people-first brand built on one promise: Always Ready.

View Runway
A low-angle photograph of construction workers in white hard hats and high-visibility workwear riding an open red construction hoist against a building wrapped in pale plywood sheathing, with a safety-orange Houston Astros banner reading GO ASTROS! fixed to the cab’s wire mesh and McDonough Elevators printed on the machinery beside it.

Repositioning

Runway #165McDonough

One company. One story. One McDonough.

The challenge:

McDonough Elevator had grown into more than its name, including cranes. Customers still saw an elevator company, and the field and the office weren’t telling the same story.

The new direction:

One McDonough. One company, one person, one customer, one thing at a time, carried into a brand that puts the field first.

View Runway
A royal blue foil snack bag crimped at top and bottom, tilted toward the right against a studio backdrop that fades from pale grey to black, printed with the words WE BRING YOU THE GOODS and a white cursor clicking the last letter.

Launches

Runway #224GOODS

A new name and brand built for launch

The challenge:

With launch ahead, GOODS needed to stand apart from point solutions.

The new direction:

A new name, identity and launch position built on one idea: one source of truth for CPG operations.

View Runway
A silhouetted woman in a dress standing with her hands on the railing at the far end of a long wooden viewing platform, looking out over layered indigo mountain ridges and a fogged valley lit by a pale peach glow along the horizon at dusk.

Launches

Runway #196Matttches

A leader’s story, built into a brand and a manifesto

The challenge:

As AI takes on more technical decisions, leaders need to become more human. They have been on a traditional path that no longer serves them, and they don’t know where to look.

The new direction:

Built from a leader’s story about matches: a brand that matches tomorrow’s leaders with the tools and practitioners they need, and a shared manifesto, Transform Tomorrow Together, that asks consultants to collaborate rather than compete.

View Runway
An overhead flat lay of a Mediterranean spread on weathered white wooden boards: a pale blue bowl of marinated olives with a pickled pepper, vine tomatoes, a plate of Greek salad with feta and red onion, pita with salad, grilled meat skewers over pita, and a plate of small fried fish, scattered with flat-leaf parsley.

Launches

Runway #170Fully Mediterranean

The Fully Five Formula

The challenge:

The business was ready to grow beyond counseling and content. Its expertise needed a form more people could follow.

The new direction:

A signature brand system, the Fully Five Formula, that turns the Mediterranean lifestyle into a simple, practical way of living people can follow every day.

View Runway
A hummingbird in mid-flight with wings raised, its breast violet and its throat shimmering yellow-green, held against a vast misty expanse of sea-green and slate teal with faint dark shapes dissolving into fog below.

Launches

Runway #121iOFFICE

A workplace that hums.

The challenge:

The workplace was shifting from buildings to people. iOFFICE was known for facilities software and needed a place in the employee experience.

The new direction:

iOFFICE Hummingbird, a new name and brand for employee experience, built on one image: smart, agile and fast, a workplace that hums.

View Runway
An aerial view of a multi-level urban highway interchange in deep cyan and steel blue duotone, elevated concrete overpasses crossing on curving ramps above rows of support columns, with cars and vans running along the sunlit upper decks and pale painted lane markings and directional arrows.

Launches

Runway #129Energyship

Where energy and leadership converge.

The challenge:

Energy law firms compete on expertise and tend to look alike. Holliday Energy Law Group wanted to be seen as a leader in the industry, beyond its role as counsel.

The new direction:

Energyship, an executive leadership summit that put HELG at the center of the industry conversation.

View Runway
A dusk photograph of a modern two-storey commercial retail plaza in deep navy blue, its ground-floor glass storefronts lit from within, a second-floor walkway with glass railings beneath an overhanging roof of ribbed beams, and a car blurred in motion on the concrete driveway in front.

Launches

Runway #180The Blue Ox Group

A new name and brand for a new commercial real estate firm.

The challenge:

Josh Jacobs was launching his own commercial real estate firm in Houston. He needed a name and a brand that could stand apart in a crowded field of brokers.

The new direction:

The Blue Ox Group, a new name and brand built on one belief: we can move mountains, together, one run at a time.

View Runway

Is this a Runway moment for your company?