Location: Guatemala City, Guatemala
Market Region: Latin America
Industry: Urban Development / Architecture
Project Type: Strengthen Brand Positioning Among Key Stakeholders
Deliverables: Brand Strategy, Messaging Matrix, Mission & Vision Development, Organizational Clarity
Pedrera came to MOW as a large-scale ($1B+), mixed-use urban development created by Inmobiliaria La Pedrera, S.A. The land is iconic, sitting on Cementos Progreso’s original processing plant and overlooking the breathtaking quarry responsible for the cement that built Guatemala. After years of vision and planning, the project required a strengthened positioning among key stakeholders. This included addressing the multiple names that were fighting for space: Ciudad La Pedrera, La Pedrera.
The spirit of our engagement was rooted in the opportunity to define the key attributes, narrative proposals, and naming alternatives that could better position the project within an area of Guatemala City with great potential for urban revitalization.
From there, we executed the MOW Method and collaboratively built the brand’s foundation:
Aligned the Vision and Mission.
Created a unified Messaging Matrix.
Established a narrative to align stakeholders.Reoriented the project with brand architecture concepts
Pedrera is an inspiration to us at MOW. We’re proud of the role MOW played in getting Pedrera on its way to becoming what it aspires to be — an iconic brand that will redefine the way Guatemalans live.
Location: Montreal
Market Region: Global
Industry: AI/Healthcare
Project Type: Brand Evolution
Deliverables: Brand Name, Identity System, Messaging, Website, GTM Launch, PR
Avitia needed a complete brand overhaul after emerging from bankruptcy, with a new identity that could restore credibility and position it for growth in the AI cancer space.
MOW renamed and rebranded the company, creating a full identity system, messaging strategy, and web experience. The work emphasized clarity, trust, and medical accessibility — reestablishing the brand in a competitive AI health market.
Avitia re-emerged as a credible brand in AI healthcare, equipped with a cohesive digital identity and messaging system that reestablished trust and attracted new partners.
Since launch, MOW's ensured Avitia was featured in leading publications like BetaKit and Les Affaires, as well as created the Avitia Test Finder to ensure patients can locate liquid biopsy cancer testing sites near where they live.
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Location: Houston
Market Region: United States
Industry: Tech/Events
Market Region: Global
Project Type: Brand Creation
Deliverables: Brand Name, Identity System, Messaging, Mobile Experience
Hey Houston wanted a a culturally relevant, tech-forward event discovery platform that felt hyperlocal and modern without appearing corporate or generic.
MOW created the brand identity, messaging, and UX design. We crafted a playful yet scalable brand language and mobile experience, capturing the spirit of discovery while staying grounded in community.
Hey Houston launched successfully with a visually distinctive platform and strong adoption among early users. The brand felt fresh, culturally relevant, and scalable.
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Location: Toronto
Market Region: Global
Industry: AI/Security
Market Region: Global
Project Type: Rapid Spin-Off & GTM Execution
Deliverables: Brand Architecture, Messaging, Website, Press Launch, GTM Campaign, Partnership PR
When Armilla AI divided its two business lines, AutoAlign emerged as a new company focused exclusively on AI security. MOW, having led Armilla’s original brand launch, was tapped to architect and execute AutoAlign’s full go-to-market in just two months.
MOW defined the company’s positioning, messaging, and website framework while coordinating a synchronized media launch with VentureBeat and BetaKit. The GTM strategy culminated in AutoAlign’s flagship product Sidecar, a firewall for LLMs that protects against hallucinations, bias, and data leaks — positioning the brand at the forefront of enterprise AI security.
Following the launch, MOW supported the announcement of AutoAlign’s partnership with NVIDIA, expanding Sidecar’s reach through NVIDIA NeMo Guardrails to secure LLMs at scale.
AutoAlign now stands as a trusted leader in AI oversight — empowering enterprises to deploy large language models safely, confidently, and responsibly.
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Location: San Francisco
Market Region: Global
Industry: Robotics
Project Type: Brand Creation
Deliverables: Brand Name, Identity System, Messaging, Mobile Experience, GTM Launch, PR
Petra required a compelling brand identity to introduce its breakthrough tunneling technology to investors and infrastructure partners — with a focus on safety, innovation, and impact.
MOW created the Petra name and identity system with a hard-edged, confident tone. Messaging focused on technical credibility and societal benefit, while visuals reflected power and precision to attract investment.
Petra closed a $33M round and earned national media attention, including a prime CNBC on-air interview. The brand became synonymous with technical disruption and bold infrastructure innovation.
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Oct 2025
Montréal-based Avitia has partnered with private health clinic Genoscience to expand access to advanced cancer testing to more than 50 locations in Quebec. The collaboration will allow Avitia’s non-invasive liquid biopsy tests to detect cancers in more patients outside of the province’s largest cities.
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April 2024
AutoAlign spins off from Armilla AI, launches the first-ever Sidecar LLM firewall solution, and signs a cooperation agreement with KPMG in Canada to reinforce their AI-model risk frameworks. Sidecar is the company's novel AI security approach.
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Jan 2024
Customer service experiences can really stick with you. In 2016, Liz Tsai cofounded HiOperator as CEO to develop a customer service system with a combination of back-end automation and generative AI
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Los Angeles // MX
