Nancy DaSilva

Evolved by naTURE bRand Design

A revolutionary green chemistry company needed to build a brand name and identity that can communicate complicated scientific discoveries in a succinct, compelling way.

The Story

We are in the midst of an invisible crisis: petrochemicals are on and in nearly everything we buy, building up in our water and food supplies—and our bodies. Consumers are becoming savvier and demanding a better way. The scientists at Silk Inc. invented just that: pure silk protein, from natural silk cocoons, in liquid form. Not only is this technology nontoxic to people and the planet, but also it can also match or outperform the benefit of the petrochemicals it replaces. Silk, Inc. needed a masterbrand that could help potential partners and the public understand and embrace this invisible technology’s potential—and ultimately, start a green chemistry movement.

The Strategy

We designed a B2B2C approach to market direct to consumers, collaborate with existing mission-driven brands, and sell their hero technology to a variety of manufacturers. Guiding every decision was a new Active Purpose that captured the company’s role in and impact on the world.

The Name

Following our unique connected naming approach, which brings thinkers and makers together to test how names might inspire a brand world, we generated thousands of options, vetted top choices through legal and linguistic preliminary screening, and landed on one name fitting of a megabrand: Evolved By Nature. The name is a shorthand for the company’s Active Purpose, capturing how it’s making a positive impact by tapping natural chemistry.

The Identity

Because our name, Evolved By Nature, was designed to help the company have a conversation with partners and consumers, we built a connected brand system driven by language. The brand mark was inspired by the asterisk, which when connected to a footnote, traditionally hides information. Our reimagined take on the asterisk gives Evolved By Nature a platform for bringing hidden information—both about the problem and solution—to the fore. A custom typeface—the world’s second algorithmic typeface—dynamically evolves from serif to sans in real time, capturing the power of bringing nature and science together to evolve everything. And the asterisk sparks the evolution.