Seeing the vision
First, we absorbed Jae’s intent: to connect people and ultimately bring new drugs to market more efficiently. Then we had to find a way of communicating this via the company name and tagline, as well as through images. We had to understand the target audience and the competitive landscape, and identify opportunities for strategically positioning Jae’s new company for success.

Birth of goBalto
Through a series of brainstorms and creative explorations, we arrived at the name “goBalto,” after a life-saving dog that carried medicines to Nome, Alaska in the early 1900s. This name reflected Jae’s vision and embodied the core attributes we established in our brand workshops.