A new name, a brand new opportunity
Aitia helps pharmaceutical companies discover the next generation of breakthrough drugs using causal AI and its proprietary Digital Twins. After a period of growth and achieving meaningful partnerships with some of the top pharma companies, Aitia, formerly known as GNS Healthcare, realized its name no longer fit with the vision and future of the company.
A new direction
I worked with GNS to develop a new name and branding system that better reflects its vision and one that would support the company’s continued growth. I assembled a team of branding experts and facilitated a rebranding process with company stakeholders and outside experts. We conducted working sessions, market research, and initial trademark research to develop a short list of names. The name Aitia stood out from the list and was adopted as the new company name.
Aitia (pronounced “Ay-tee-ah”), is derived from the Greek word for causality. This is the technological inspiration and focus of multi-omic patient data, high-performance computing, and causal learning. The name Aitia is unique, short, and a palindrome (spelled the same forwards and backwards), making it align well on many levels.
Aitia (pronounced “Ay-tee-ah”), is derived from the Greek word for causality. This is the technological inspiration and focus of multi-omic patient data, high-performance computing, and causal learning. The name Aitia is unique, short, and a palindrome (spelled the same forwards and backwards), making it align well on many levels.