Creating an eye-opening asset visibility brand

Transforming the Chorus story as they transform the world’s supply chains

Chorus is on a mission to change the way goods are made, moved, and managed around the world. As a startup within Alphabet’s X, The Moonshot Factory, the company was developing an industry-changing asset visibility platform, and they needed a brand and narrative that could match—and communicate—that revolutionary energy.

Journey

Article Group developed a brand narrative rooted in the transformative idea of “orchestration,” which shaped key messaging and the brief for the Chorus visual identity system, including a new logo. Subsequent engagements have included product naming, sales enablement, and investor communications as Chorus neared market readiness.