They do hate surprises.
They love TV and pizza.
The big X means something.
“The cozy quality of this branding drew us right in. Glad we saved room for the decadent interactive executions.”
For the layperson, crystallization sounds like something to do with candymaking. But for us and NeXtal, it’s a bioscience field that’s all about consistency, predictability, and quickness. We thought those qualities sounded bad for a lot of things, and there was the birth of a campaign. What’s bad for some things in life is great for these people.