Building Brands at the Speed of Innovation

BACKGROUND

Singularity University (SU), founded in 2008 by renowned futurist Ray Kurzweil and entrepreneur Peter Diamandis, emerged as a pioneering hub for exponential technologies and global problem-solving. Nestled within NASA’s Ames Research Park in Silicon Valley, SU positioned itself as a nexus for education, innovation, and collaboration on humanity’s most pressing challenges. Its core ethos centered around leveraging exponential technologies—such as artificial intelligence, biotechnology, and robotics—to create transformative solutions that could impact billions. By 2013, SU was navigating a critical inflection point: transitioning from its origins as a nonprofit entity to becoming a for-profit benefit corporation. This shift was not merely structural but signaled a broader ambition to scale its impact while maintaining its mission-driven focus.

During this transition, SU sought to align its flagship program, the Graduate Studies Program (GSP)—later rebranded as the Global Solutions Program—with its new strategic objectives. Previously an educational initiative designed to immerse participants in the possibilities of exponential technologies, the GSP was reimagined into SU Labs, a formalized startup accelerator program. This evolution aimed to translate the innovative ideas generated during the program into viable, high-impact ventures. SU Labs became the proving ground for SU’s broader mission, leveraging its brand as an innovation leader to attract entrepreneurial talent, strategic partners, and venture capital. This transformation underscored the role of brand innovation in SU’s journey, blending its aspirational vision with practical pathways to scale groundbreaking solutions.

CHALLENGE

The transition from nonprofit to for-profit benefit corporation presented a profound challenge to Singularity University’s brand trust and credibility. As a nonprofit, SU had cultivated an image of altruistic innovation, emphasizing its mission to solve humanity’s grand challenges. Shifting to a for-profit model risked perceptions of commercialization or dilution of its purpose-driven ethos. Central to preserving the integrity of the SU brand through this transition was the success of SU Labs, the newly formalized startup accelerator program. SU Labs was more than just a new initiative—it symbolized the viability of SU’s shift toward sustainable impact through entrepreneurial ventures. The quality of its first portfolio companies would serve as a litmus test, directly influencing whether SU could retain its standing as a global innovation leader while embracing its new for-profit structure.

However, the success of SU Labs faced significant operational constraints. The 10-week accelerator program, initially carved out from the existing Graduate Studies Program, allocated the first five weeks to intensive lectures on exponential technologies, leaving only the latter five weeks for venture formation. Out of these, three weeks were dedicated to venture development and validation, leaving just two weeks for branding and positioning an ambitious cohort of 20 companies. This compressed timeline placed immense pressure on SU to deliver high-quality, market-ready brands capable of reflecting the institution’s core values and ambitions. The stakes were exceptionally high: SU Labs’ output would not only determine the viability of the companies but also serve as the public benchmark for SU’s ability to navigate its pivotal transition.

APPROACH

To address the challenge, Singularity University partnered with Prismonde, a brand innovation consultancy known for its expertise in high-stakes, fast-paced environments. Prismonde developed a three-pronged approach designed to align SU Labs' compressed timeline with the ambitious goal of delivering credible, compelling brands for 20 startups. The first prong focused on education, equipping participants with foundational knowledge about branding as a strategic tool. Through workshops and lectures, Prismonde emphasized the critical role of brand in shaping a venture’s identity, attracting investment, and scaling effectively. The sessions also included practical, guerilla-style tactics for building a strong brand on limited resources, empowering entrepreneurs to think creatively and efficiently.

The second prong centered on achieving clarity in each venture’s brand platform. Prismonde worked directly with individual project teams to develop brand platforms rooted in purpose, narrative coherence, and a defined north star—guiding principles that would inform their strategic decisions. This step ensured that even within the rapid turnaround, each company emerged with a distinctive, mission-aligned brand identity. Finally, the third prong addressed implementation. Prismonde provided hands-on guidance to ensure high-quality brand assets were created, leveraging their expertise to advise, inform, and, in some cases, directly oversee execution. This structured yet flexible approach enabled each team to articulate their vision effectively, while collectively reflecting the larger aspirations of Singularity University. Through this process, Prismonde not only enhanced the perceived quality of SU Labs’ output but also fortified SU’s position as a credible force in the innovation ecosystem.

OUTCOME

The results of Singularity University’s partnership with Prismonde exceeded expectations, signaling a strong start for SU Labs and its first cohort of portfolio companies. At the startup launch day, investor interest was markedly higher than anticipated, with many ventures securing funding commitments or invitations for follow-up discussions. The clarity and professionalism of the brands developed during the program played a pivotal role in creating this momentum, demonstrating the potential of SU Labs as a reliable pipeline for high-impact, market-ready ventures. This surge in investor confidence validated the effectiveness of the program and reinforced SU’s transition to a for-profit benefit corporation.

Beyond investor interest, the portfolio companies garnered significant attention in the broader market. Multiple ventures received awards and accolades, generating an influx of earned media that highlighted the success of SU Labs and the startups it supported. This visibility not only amplified the credibility of the program but also bolstered trust in Singularity University’s mission to drive global innovation through entrepreneurship. The alignment of strong brand positioning with impactful ventures restored confidence among investors, partners, and the market in SU’s future. By delivering a high-quality inaugural cohort, SU Labs solidified its role as a vital extension of SU’s mission, ensuring the institution's relevance and leadership in the innovation ecosystem.