Case Study: Innotive Diagnostics achieves a distinctive, globally protectable healthcare brand with Nucleus

Innotive Diagnostics launches point-of-care UTI testing in 60 minutes with Nucleus

Innotive Diagnostics, a healthcare diagnostics company spun out of Liverpool University, faced a challenge with its original name, PhenUtest, which was too similar to a competitor's brand. They engaged the vendor Nucleus to create a new name that would support an innovative market position and serve as a world-leading brand for its novel rapid UTI test. Nucleus was tasked with developing a distinctive name that was also legally protectable across multiple territories.

Nucleus developed the neologism "Innotive," which successfully communicated innovation and action. This new name passed all necessary trademark and linguistic checks and was deemed flexible enough to be used for both the company itself (InnotiveDx) and its first product (InnotiveUTI). The solution was delivered on time and on budget, resulting in a successful brand launch in late 2024. The new name is now supporting the company's ambitions as it accelerates development toward clinical studies and market readiness.

Innotive Diagnostics