Founders: Justin Liu and Scott Morris

Stage: Early

Formerly Known As: Limo

When we first met Justin and Scott, they had the hard part down: a working product, a strong plan, real momentum. What they didn’t have (yet) was a brand that could grow with them—or even one that made it clear what they were building.

The Challenge

The company, then called Limo, had a name that was sometimes misheard and didn’t quite capture their ambition. Their visual identity was functional but not yet distinctive. And as technical founders immersed in the complexities of healthcare, they were focused—appropriately—on building the product and proving its clinical value, rather than on narrative arcs or logo lockups.

But without a story that matched the ambition, or a look that said “trust us, we know what we’re doing,” they risked being underestimated by customers, by hires, by investors.

They needed a brand that reflected the caliber of their work.

What We Did

We partnered closely with Justin and Scott to reimagine their identity starting from first principles.

• Narrative + Naming: We led a full brand narrative and naming overhaul. “Limo” became Charta, a name that conveys clarity, authority, and purpose. It eliminated confusion and created space for the company to grow into its ambition.
• Design: We delivered a clean, professional visual identity to match. The new branding now signals trust and competence, qualities essential in healthcare.
• Sales Enablement: We helped refine their AE hiring process, vet candidates, and ultimately bring on a stellar hire with a pipeline for more.
• GTM Strategy: We offered support on go-to-market decisions, including how to evaluate adjacent care verticals and how to maximize in-person event opportunities.

The Results

• A clear and differentiated brand with a name (and logo) that actually means something.
• A visual identity that helps, not hurts, credibility.
• A strong first sales hire with more to follow.
• And perhaps most importantly, founders who are now more comfortable telling their story and executing on B2B sales.

The Impact

For Charta, this wasn’t just a new logo. It was about building a foundation. With a thoughtful brand and confident narrative, they’ve accelerated their GTM motion and deepened conviction with stakeholders at every level.

And for us? It was the kind of work we love most: helping sharp, mission-driven founders bring their vision to life in a way the world can actually see.