Startups don’t just need a name—they need a strategic advantage.

For years, Lexicon has helped startups grow by creating brand names that challenge the status quo and generate early market share. SONOS, Vercel, Lucid Motors, Braze, and Impossible Foods are all startup brands we helped to create.

Lexicon’s experience and the company’s creative work have given us a front seat to the success and failure of many Silicon Valley startups – giving us a perspective that no one else can offer.

Phase Change is a scientific phenomenon where a substance transitions from one state to another, such as water changing from liquid to gas or solid.

Just as matter undergoes distinct phase transitions, startups go through critical transformation points that require different amounts of energy (creativity and capital) and exhibit different properties and challenges at each stage.

Phase Change is a metaphor for identifying significant product opportunities and as a metaphor for investing in startups where we can deliver both creativity and capital.