The StemBioSys patented cell expansion microenvironment, originally launched by its scientific name of BM-HPME, did not convey its primary benefit to scientists and researchers. KR&Co recommended the creation of a corporate tagline and the re-brand of the product line to help prospective customers quickly identify the company’s focus and the overarching benefit of their products. The result was the tagline: The Next Evolution in Stem Cell Research that positions the company as an innovator in stem cell research and regenerative medicine, and the new product line name: CELLvo, that creatively plays on the tagline by tying the words “cell” and “evolution” into a name that is catchy, descriptive and trademarkable.