Solici - Bringing opportunity to light through strategic competitive intelligence.
Having determined what the future of Cambridge Healthcare Research brand architecture should look like, we formed a strategic competitive intelligence division to sit within the house of brands. Backed by an ambitious board, we brought Solici to life to bring opportunity to light for its clients.
Inspired by the latin name for sun, ‘solis’, we added a commonly used competitive intelligence acronym CI as a suffix to bring the Solici name to light – illuminating a name that becomes a guiding light in the industry category. There is a lot that healthcare decision makers already know, but Solici is set up to find the insights they don’t – illuminating blindspots to allow decision makers see the road ahead and compete with confidence. This gave rise to the brand concept of ‘bringing opportunity to light’.
To bring Solici to life visually, we took inspiration from the idea of illuminating blindspots, using the ‘O’ of Solici as a window into opportunity with scientific references. Reminiscent of the sun, a spotlight, or a Petri dish under the microscope, the flexible ‘O’ device shows that Solici reveals opportunity that was before unseen, or outside a clients periphery.
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