I finally completed Week 2's brand sprint: Amplifica. Amplifica, a company that just raised $26 million, is a clinical-stage biotechnology company developing new treatments for hair loss. Its research focuses on understanding the biological mechanisms that influence hair growth and translating those discoveries into potential therapies. . When I first started researching the company, I barely understood what I was reading. Osteopontin. Senescent cells. Hair follicle stem cells. Signaling pathways. At some point, I realized I was trying to come up with a brand direction for something I didn't actually understand. So I stopped. Instead of jumping straight into logos and moodboards, I went back to the beginning and started asking very basic questions: What exactly does Amplifica do? Why was a baby's hairy mole relevant to their research? What did scientists actually discover? How is Amplifica different from other companies trying to treat hair loss? Slowly, the story became clearer. Amplifica is exploring new ways to treat hair loss by studying the biological mechanisms behind hair growth and translating those discoveries into potential treatments. That understanding eventually led me to the brand idea: Reawakening Growth From there, I developed the visual and verbal direction around the idea of growth returning and re-emerging. This project was a useful reminder that strategy isn't always about immediately having a clever insight. Sometimes, the work starts with admitting, "I don't understand this." And staying with the questions long enough to get there. #startup #branddesign #yc #raised #business #logo