Nowture
Driving innovation
Health has consolidated as one of the pillars of our society. The democratization of medical technology has contributed to develop this market and, at same time, to nurture it economically by attracting capital from all over the world. In 2019, life sciences innovation attracted an investment of more than 33 billion dollars.
XtartCube, an investing company specialized in the development of innovation projects, wants to take advantage of its life sciences experience to focus its business on this market.
Challenge
Keeping in mind the brand's essence, build a new complete proposal that let's the company grow and consolidate as a leader in investment and development of the life sciences innovation field. Formulate a new vision capable of connecting with investors, entrepreneurs and any other agent that participates in the value chain.
Solution
After a deep diagnosis of its business model, ecosystem and competitive framework, we defined a more emotional brand positioning, accentuating and enhancing a human point of view of "capital" in the narrative to guide the innovation that improves our lives. All under a new value proposition: "Driving Innovation".
We projected the dreamer and restless spirit of the company in the new brand name. A spirit that reflects its ambition to work the future from the present and turning today’s innovation into tomorrow’s solutions. We created “Nowture”, a space where the present - now- and the future - ture- come together.
The visual identity projects its experience and disruption, investment and entrepreneurship, business and ideas, visions and horizons. It moves away from the common industry codes to reflect a different way of doing things.
Trough the concept of ‘link’, we developed both the creation of the logo and the graphic system. This concept helps us talk about life sciences (connecting it with the molecular link image) but it also allows us to project the idea of 'link' in a more evocative way, the kind of link that happens between people, projects or dreams, the one that Nowture makes possible.
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