Brief
PhenUtest Diagnostics was spun out of Liverpool University in 2021 and has developed a novel point-of-care test to revolutionise the diagnosis and treatment of urinary tract infections (UTIs), providing an accurate test diagnosis within 60 minutes (with an initial test result in 10 minutes) – as opposed to the 24 hours required for current UTI tests.
The PhenUtest name was considered too close to a generic term (Phenotest) which had already been adopted by a close competitor’s brand. Our client wanted a name to support an innovative market positioning, drive its profile and support its aspirations as a world-leading developer of diagnostic products.
Solution
Our work explored a wide range of naming themes associated with innovation, using AI to rapidly explore compounds of prefixes and suffixes, but resulting in 20 human naming solutions short-listed, with the neologism ‘Innotive’ passing all the trade mark, digital and linguistic screening checks. The new name clearly communicates both innovation and action with its verb ending and clearly supports the revolutionary nature of the UTI product proposition.
Having created and shortlisted a set of complementary product names, ‘Innotive’ was also considered sufficiently distinctive, flexible and memorable to be used as both the company and product name – distinguished the two with the DX and UTI suffixes.
The company is working towards regulatory approval of the test system in the US, UK and Europe, so we ensured that both names are registerable as trade marks around the world – a demanding brief that covered multiple territories and seven business classes. The naming project was completed within a challenging timescale, and delivered on budget.
Results
Both company and product names were launched in late 2024, supported by a new brand identity.
“This rebrand is a major milestone for the company and a unique opportunity for the InnotiveDx brand to become synonymous with rapid, accurate, point-of-care, UTI diagnostic testing” said Guy Reynolds, Executive Chairman, adding “This new brand perfectly illustrates our growing ambition in the market.”
Fuelled by a recent round of Series A funding, InnotiveDx is rapidly accelerating development towards clinical studies and market readiness.