Community branding coalescence

When one of New York City’s top innovation communities enlisted Theory to help with brand architecture and naming, the company was a set of disparate offerings and brands tied together through the Founder’s undertakings. While all activities were in service to the same community, their impact was getting lost in the mix without clear messaging and a centralized brand. 

Theory enlisted the Founder, community members, and even a competitor to work through the branding challenge together in our positioning workshop. Through this format we landed on the name Cela and uncovered their overarching mission: to create durable innovation.

www.cela.nyc

Scope

Naming

Brand Positioning