Pairwise

In 2019, Pairwise had successfully landed $25 million in a Series A round the prior year, and had inked a five-year R&D product-related collaboration deal with Bayer. To get to the next level, Pairwise wanted to build out its brand, driving greater awareness with stakeholders like potential investors, partners, customers, and key opinion leaders. It also wanted to establish an easy-to-understand mission and a differentiating company positioning. Finally, given that Pairwise was using the game-changing, but relatively unfamiliar, technology of CRISPR to create new varieties of healthy fruits and vegetables, the c-suite wanted to ensure that consumers and channel partners would be open to purchasing and eating these new foods.