Abbott needed a name for the mobile app paired with their new rapid and reliable COVID-19 antigen test. The Abbott and Lexicon teams knew they needed to move quickly and create a memorable brand that acknowledges the high level of emotion surrounding reopening and the need for peace of mind.
NAVICA creates direct associations with movement, offering reassurance that Abbott is helping us navigate daily life in a safer way. Based on Lexicon’s linguistic research, we know that words with classical roots provide a sense of familiarity, safety, and trust – important qualities for a healthcare brand whose success is tied to broad adoption. Abbott plans to produce 50 million tests each month at a price of just $5, providing individuals who test negative with a secure digital NAVICA pass allowing safe access to workplaces, schools, and some return to normalcy.