Formerly known as GNS Healthcare, Aitia uses artificial intelligence to generate “digital twins” for clinical testing and drug discovery. We helped them rebrand as Aitia (pronounced “ay-tee-ah”). Derived from the Greek word meaning causality (a core mathematical element of artificial intelligence), Aitia also has the benefit of being a palindrome, with AI being mirrored on either side of the T. We usually don’t get this lucky when we work on brand naming. More here.