BEING A STARTUP was the beginning of PHOENIXADV’s journey into the world of PipeIn | Deep Diagnostic Robotics – a young, deep-tech newco based in Turin, Italy and committed to developing an advanced diagnostics platform leveraging robotics and sensors.
The analysis process confirmed the importance of defining a clear identity for the brand as soon as possible.
Moving forward so early in the development stage may seem premature and risky, like taking a gamble on a critical investment. In any startup, attention is naturally focused on the objective and on finding the resources necessary to achieve it. The business idea is often limited to the definition of a name – an original one, if possible, in order to stand out.
Actually, forcing oneself to reflect on how to present the company to the market is a key exercise for future success. By clearly framing the startup’s essence, values and assets, a brand identity provides a valuable guide to define business, while equipping the company with a defined personality, tone of voice, and communication style.
Thus, brand identity helps the entire co-founder team develop a univocal and shared awareness of their role and to direct their activities, facilitating business posture and alignment with development objectives.
In PipeIn’s case, PHOENIXADV’s work found an ideal synthesis in a brand manifesto – capable of articulating, in an effective and relevant way, the startup’s mission, vision and values – and took shape in a logo where visual aesthetics was inspired by a fresh, clean and coherent restyling approach.
