Antevo — naming e brand identity

The problem

Evoclin builds software that starts from genomic data hospitals already collect to predict how a tumour will evolve, with frameworks validated on more than 35,000 cases and two national awards behind it. The name, though, had two concrete problems: it sounded like "EvoClean", a detergent, and a cosmetic product with the same name already existed. For a startup pitching to hospitals and investors credibility comes first, and the rebrand was the batch's top priority.

What I did

I worked with Evoclin as a consultant in B4i's Batch XIII. I started from the founders' brand sprint and the senior agency's brief and merged them into a single brand brief with values, personality and constraints, above all that the new name must not sound cosmetic or pharmaceutical. I developed seven naming proposals, each with a traceable concept, a check of domains and conflicts with other brands, and discussed them with the team over several rounds. In parallel I reworked the pitch deck for hierarchy and readability, and prepared four brand identity directions from which to derive logo, palette, typography and tone of voice.

Results

The team chose Antevo, from "ante" and "evo": anticipating the tumour's evolution, while keeping the root that ties the new name to the papers and awards already signed as Evoclin. The company is now Antevo S.r.l. and lives at antevo.ai, while the new deck was called "much better" and "very clean" by the team and became the base of the investor presentation.