Nodexus was preparing to launch its FACS instrument, the NX One. However, as a newer startup, they needed to create a brand identity, build brand awareness, and build their contact list. They had an entire season of upcoming tradeshows in Q1-Q2 of 2023 to showcase their FACS instrument. Still, without a strong brand identity, they would have difficulty building trust and awareness, gaining contacts, and ultimately selling the NX One.