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.
Repositioning
Command The AI Future
The business had changed, but the brand had not caught up with its ambition.
A financial-services brand built to lead, with a line to carry it: Command The AI Future.
Repositioning
A people-first brand for global talent
DOXA had built a different kind of staffing company around its people. The market still sorted it with low-cost offshore providers.
A people-first brand built to raise the standard for global talent and grow with the changing world of work.
Repositioning
Your Brand. In Vivid Color.
The market was evolving, and i4COLOR needed a position that reflected its expertise and impact.
A brand that brings its obsession with color, quality and real-world impact forward, carried by one line: Your Brand. In Vivid Color.
Repositioning
The partner behind the technology, Always Ready.
Entelligence did its best work under other companies' names. Its people were the difference, and the brand didn't show it.
A people-first brand built on one promise: Always Ready.
Repositioning
One company. One story. One McDonough.
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.
One McDonough. One company, one person, one customer, one thing at a time, carried into a brand that puts the field first.
