Controlled Power, Genesis / Foundation, Incomprehensible Scale, Imaginative Inquisition; a tool, team and company akin to an iceberg—what you see is a sliver of the mass, depth and power of the entirety.

Naming a company is a challenge—one met by an incredible amount of research and storytelling. Who is this company? What are their strengths and superpowers? These four concepts laid the initial groundwork that led to the company's new name.