Runways / 200+
Every Runway starts with a company in the middle of a change. Here are 22 of them.
// Mergers
Mergers
Several businesses. One brand.
After the merger, the combined business needed to be understood and sold as one.
One brand built on trust, bringing two merged companies together under one story.
Mergers
Two companies. One brand.
The combined company needed a bigger story for where it was going.
One brand built around operational intelligence, bringing two industrial technology companies together under one story.
// Brand architecture
Brand architecture
One brand architecture for care, training and research
The structure had become harder to navigate than the care itself.
One clearer brand architecture built around HHCI as bringing mental health care within reach, with care, training and research together under one story.
// New names and categories
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.
Datagration, a new name and brand that showed the market how far the platform had grown, 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
Repositioning
Command Your 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 Your Future.
Repositioning
A people-first brand for global talent
DOXA Talent 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.
// Launches
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.
Launches
A new name and brand for a new commercial real estate firm.
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 Blue Ox Group, a new name and brand built on one belief: we can move mountains, together, one run at a time.
// Leader brands
Leader brands
One brand centered on BETTER, not perfect.
Three valuable ideas needed one clear center.
One brand with Christy Pretzinger’s thought leadership at the center, developed with her around one idea: BETTER, not perfect. Better leaders. Better teams. A better world.
Leader brands
A new name and brand for growth-minded leaders
The community was ready to grow, and it needed a name and brand to grow under.
A new name and brand for a leadership community rooted in purpose, built for impact and inspired by nature.
Leader brands
A thought leadership brand for nursing
PK was moving into a new chapter focused on sharing what she had learned and championing the profession that shaped her career.
A thought leadership brand centered on unlocking the potential of the world’s most trusted profession, the nurse.
Leader brands
A personal brand for an independent senior partner
The brand risked making senior partnership look like traditional coaching or consulting.
A position built around James as an independent senior partner who helps leaders see what matters and cut the rest.
