Rheumatoid arthritis (RA), notes Wikipedia, "is a chronic, systemic autoimmune disorder that causes the immune system to attack the joints, where it causes inflammation (arthritis) and destruction. It can also damage some organs, such as the lungs and skin. It can be a disabling and painful condition, which can lead to substantial loss of functioning and mobility." And there is, as yet, no cure.
Riley Genomics, or RiGen, is building a comprehensive network of doctors, laboratories, IT infrastructure and software networks to vastly improve the effectiveness of rheumatoid arthritis diagnostics and treatment. But RiGen needed a new name to differentiate it from the pack of surname-saddled biotech company names and to support the brand positioning of capturing the excitement of "building momentum" toward better treatment and eventually a cure for this terrible disease. So the company turned to Igor for help.
After considering many Evocative and Experiential names that mapped to concepts of momentum, movement, and the amplifying attributes of the network effect, Igor created Crescendo as the company's new name to perfectly convey the sense of power and the upwelling of hope and joy that is the great promise of their new approach to solving the scourge of rheumatoid arthritis and other rheumatologic disorders.
Crescendo says it best on their website:
Crescendo Bioscience is developing a broad range of quantitative, objective diagnostic tools to provide Rheumatologists with deeper clinical insights to more effectively manage patients with autoimmune and inflammatory diseases.
The Company is initially focused on rheumatoid arthritis, a debilitating, highly variable, chronic disease affecting over 1.5 million patients in the US and more than 3 million in Europe. Current diagnostic tools for assessing the status of rheumatoid arthritis sufferers are largely subjective, imprecise and cumbersome to administer in daily practice. Although there is no known cure, there are multiple therapeutics with widely differing effectiveness (and adverse reactions) in individual patients. Choosing among these treatment options is a tremendous challenge.
Working with collaborators in leading academic medical institutions, Crescendo Bioscience is building a comprehensive understanding of the biology underlying rheumatoid arthritis, including the characterization of protein and gene expression biomarkers, to provide molecular staging of the disease and guidance for the treatment of individual patients.