Global Rebrand - Naming

WuxiNEXTCODE also d/b/a Genomics Medicine Ireland approached NameGirl for a new global brand name to help them formalize a restructuring to unify their U.S., Ireland and Iceland operations while also separating from WuXi NextCODE’s Shanghai operations. Headquartered in Cambridge, MA, US, this global genomics company is on an extraordinary mission to harness the power of genomic insights to catalyze precision health and improve the quality of life for patients around the world. Their Cohorts Analytics Platform has been called, “The world’s leading platform for storing, sharing, and interpreting massive sets of genomic data,” by FastCompany magazine.

It was a challenging naming assignment spanning multiple languages, cultural requirements, and both end-user/consumer and B2B audiences, as well as trademark clearance in US and Europe.

We kicked off with a Naming Workshop in the US HQ, organized by Amy Swearingen, VP, Corporate Communications & Brand (based in Ireland) and Cara Harrington, Director of Marketing Services, who had employed NameGirl on a naming project previously. Participants included CEO Rob Brainin, Chief People Officer Lucia Quinn, and many of the internationally-recognized scientists and team including Tom Chittenden, PhD, DPhil, Pstat, Chief Data Science Officer at Genuity Science who whose team work with AI and genomics has been recognized around worldwide.

From the workshop, NameGirl structured a Naming Brief for the key stakeholders and generated a comprehensive list of criteria. The marketing team and NameGirl iterated for weeks, brainstorming and giving feedback until we had distilled down all the requirements into a strategic shortlist of powerful, targeted and poetic names that told the story of the new rebrand. The client was thrilled to select Genuity Science as its new global master brand name.

Domain recommendations and preliminary global trademark screening performed by NameGirl helped make the decision before hand off to attorneys for a complete evaluation.

“Our new name, Genuity Science, better reflects the company’s structure, mission and strategic direction and signifies the ingenuity, insights and innovation of our approach,\\\" said CEO Rob Brainin.