Financial technology is one of the hottest startup sectors for venture capital. After an 18-month “stealth mode,” the client was ready to approach their first investment round while concurrently building a customer pipeline. Eletrope lead efforts to select a name, create a brand and develop positioning that appealed to both coastal VC and heartland healthcare providers. The brand expressed the values of multiple, often adversarial stakeholder groups brought together through Cylerity’s technology platform.