Evolved By Nature

This start-up green chemistry company, initially Silk Therapeutics, offered an alternative to the petrochemicals found on and in nearly everything we use everyday, which pollute our bodies and environment. Created from the silk of ethically-sourced cocoons via a proprietary process, this solution can replace petrochemicals virtually everywhere, while maintaining, or surpassing, their effect: for example, making a jacket water-wicking. When the founders came to us, they knew their brand was not the right platform to support their world-changing vision: to partner with brands in every industry to shift to this solution, develop their own products, and create consumer demand (and ultimately change the world).

First, we defined a brand purpose that captured the company’s focus on unlocking the power of natural solutions to change how we manufacture and live. Then came naming. Not only did we name the chemistry solution—Activated Silk—we renamed the company. What name could represent this ever-evolving solution and work with any partner in any industry, from luxury to the basics? Evolved By Nature (EBN): a shorthand for the brand’s purpose; a positive statement about any partner, suggesting brand x is Evolved…by way…of Nature; and a tool to tell a story of transformation about any product or industry. The name unlocked the identity, with the key symbol the asterisk, the classic use of which we inverted (from obscuring to revealing info) allowing EBN to have a distinctive, not disruptive, role alongside partners and reveal the invisible problem and solution. We partnered with a type designer to create a tech-powered evolving type tool to embody the brand promise and create further flexibility. The rebrand was key in opening up a conversation about co-branding with EBN’s first partner, Chanel.

After the rebrand, we worked with EBN to create key brand assets, explore a rebrand for an existing brand in their portfolio (LabGrab) and importantly, apply the brand to hand sanitizer the company made in its labs to support folks during the pandemic.

I am honored to have had the chance to talk about this incredible company and our partnership on a number of stages, including at Awwwards and 99U.