We were approached by specialist health and life sciences consultancy ETL to help them with a new name and brand. Initially we worked with them to build a really clear brand strategy centred around their purpose – ‘to create better health’ this then helped establish the framework for the naming and visual identity. There were some practical considerations, too: while they are fiercely proud of our NHS roots, originating out of Guy’s and St Thomas’s NHS Foundation Trust back in 2013, their past names – Essentia, then ETL – had caused some confusion along the way. The opportunity was there for a new name to tell their story better.
We came up with Lexica, meaning the complete vocabularies of areas of special knowledge, a name which captured their specialist knowledge in their two key areas of expertise; health and life sciences.