Runways / 200+
Every Runway starts with a company in the middle of a change. Here are 21 of them.
// 8 Runways
New names and categories
TradePending became Protomiq
The business had moved beyond its original category, and its name no longer fit.
Protomiq, a new masterbrand that turns shopper behavior into buyer intelligence, helping dealers close more deals.
New names and categories
A new name and brand for knowledge automation
The platform had grown from managing data to automating decisions. Its category still said data technology.
A new name and brand that told the market the platform had grown beyond data, built around a new category: knowledge automation.
New names and categories
A brand built on one idea: adoption has to be designed
Its category label no longer reflected the value or sophistication of the work.
A new position and brand built on one idea: change can be managed, but adoption has to be designed.
Launches
A new name and brand built for launch
With launch ahead, GOODS needed to stand apart from point solutions.
A new name, identity and launch position built on one idea: one source of truth for CPG operations.
Launches
A leader’s story, built into a brand and a manifesto
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.
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.
Launches
The Fully Five Formula
The business was ready to grow beyond counseling and content. Its expertise needed a form more people could follow.
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.
Launches
A workplace that hums.
The workplace was shifting from buildings to people. iOFFICE was known for facilities software and needed a place in the employee experience.
iOFFICE Hummingbird, a new name and brand for employee experience, built on one image: smart, agile and fast, a workplace that hums.
Launches
Where energy and leadership converge.
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.
Energyship, an executive leadership summit that put HELG at the center of the industry conversation.
