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
A dark corridor of glowing neon arches that shrink toward a vanishing point off to the right, lit in magenta and violet with soft pink reflections on a glossy floor.

Mergers

Runway #184Informativ

Several businesses. One brand.

The challenge:

After the merger, the combined business needed to be understood and sold as one.

The new direction:

One brand built on trust, bringing two merged companies together under one story.

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A modular grid of intersecting rectangles, squares and quarter circles in deep navy, royal blue, teal and violet, with slate grey blocks, fading to near black toward the bottom.

Mergers

Runway #131SmartSights

Two companies. One brand.

The challenge:

The combined company needed a bigger story for where it was going.

The new direction:

One brand built around operational intelligence, bringing two industrial technology companies together under one story.

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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.

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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.

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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.

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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.

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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.

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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.

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