Houston Exponential enters a new era with rebrand

makeover

The Houston Exponential team has a new look to their branding and website. Photo via houstonexponential.org

The future of Houston Exponential is here. The organization rolled out its new branding today that was designed and created in partnership with a Houston agency.

HX tapped Houston-based NUU Group to ideate and design a new brand that fits the evolving organization's ambitious plans. HX is like a startup itself, the company explains in a statement, and is shifting to accomodate the needs of the ecosystem and community it's served since 2017.

"The challenge lies in evolving the HX brand to be more than a two-letter acronym, bringing it off the page and into culture," HX Executive Director Serafina Lalany tells InnovationMap. "We need to create a framework and strategy that allows HX to communicate effectively across audiences, platforms, and geographies."

The goal of the new branding is to clearly communicate HX's vision and value to both local entrepreneurs and the global innovation community.

"After a national search for a brand development partner that understood the impact we were seeking to drive not only for our startup community, but for the city of Houston we identified NUU Group," Lalany says. "NUU has been helping companies ideate, design and launch innovative solutions for almost a decade and is a champion for our city with groups across the country and around the globe."

NUU Group, founded by CEO Jez Babarczy in 2013, works with emerging and established companies to design branding that moves both business and culture forward.

"The theme for HX’s new identity is anchored in the idea that the path of entrepreneurship is tough, but with the right support founders can succeed," says Garrett Herzik, head of projects at NUU. "HX exists to help make that path less opaque and easier to navigate, to build a robust community of support that backs up Houston’s uncompromising founders."

HX's new website features interactive graphics and video, as well as highlighting Houston founders on the homepage. The new tagline for the organization is "building the future backed by community," which resonates with HX's mission to represent the diversity of the city.
"We're helping to make the world of entrepreneurship more accessible, less opaque, and easier to navigate for founders," the website reads.
In a recent interview with InnovationMap, Lalany says a key focus of that accessibility is to venture capital opportunities, which is why HX will be scaling its VC Immersion days in partnership with Republic, an investment tech company.
The branding changes come just ahead of HX's Houston Tech Rodeo Roadshow, which begins later this month. The new design will be worked into a part of the week-long event and meetup programming, which is aimed at showcasing Houston innovation.
"We hope to see the new branding give current and future founders confidence in their entrepreneurial journey," Herzik says. "We hope to see HX’s commitment to providing a robust community of support owned and adopted by the entirety of Houston. Transformation will move as fast as our community allows, which requires that we all adopt one vision of an innovative future. One that is possible for anyone."

Houston Exponential's website has a whole new look to it. Graphic courtesy of HX

Jez Babarczy, along with his company, NUU Group, is changing the world — one pixel at a time. Courtesy of NUU Group

How a Houston entrepreneur is bringing design to startups — and making the world a better place

Design thinking

Six years ago, Jez Babarczy and Gabriel Gurrola launched a startup in Babarczy's living room in Katy. The goal was to launch a company that was based in Houston, but known around the world for doing top-notch creative work.

"I saw a gap in the market," Babarczy says. "Houston [was] not known for world-renowned creatives. Companies tend to gravitate toward other cities, like New York, Los Angeles, Chicago, or Atlanta. I think we have amazing talent in Houston, and I saw an opportunity and a need for an agency doing [work] in a creative field."

Fast-forward six years, and NUU Group has worked on tech and branding projects with Fortune 500 companies, such as Bechtel and Cemex, as well as the Houston Texans, FIFA, Civic Nation, and a slew of startups. Its mission is simple: to provide design and creative services to companies seeking to do good in their industries or communities. NUU Group works with companies in all industries, and is planning to grow its footprint by opening more offices in the U.S. and around the globe.

The company, which employs 40 people, has its main headquarters office in Houston and opened an office in Querataro, Mexico last year. NUU Group's Querataro office, which has 20 employees, works to capitalize on Mexico City's thriving business sector.

NUU Group is led by Babarczy, Gurrola, and Kevin Daughtry. Babarczy spoke with InnovationMap about what led him to start NUU Group, as well as what's on-tap for his company — and Houston's broader startup community as a whole.

InnovationMap: What differentiates NUU Group from the competition?

Jez Babarczy: I think NUU Group offers something unique and different. We have a global mission and mantra that we remind ourselves of daily, and it fuels the work we do. Our mission is to explore new things that inspire us, and the clients we work with, and how we approach the work.

If we're truly going to have an impact within culture, within our industry, and within the lives of our clients, I think we need to look at our potential for doing good. That's something we've really embraced. It's part of NUU's existence to give back to empower others. It's easy to say you're a good-person organization, but it's different to advocate for others in a consistent manner.

IM: What core services does NUU Group provide?

JB: More than anything, we're designers first. The agency started as being very design-centric, but it's expanded beyond that. We're not just design-first, but focus on human-centric design and creating experiences that really resonate with the end user.

IM: What brought NUU Group to Mexico?

JB: So, Mexico was an attempt to explore new things, along with some business opportunities that were there for us. The stars aligned when we were looking at a second office location, and there were several options on the table. Querataro is a city around two-and-a-half hours from Mexico City, which is definitely a hub for things going on around the world. It's a great place and, given the business opportunities there, it made a lot of sense.

IM: What's you client portfolio look like? What industries have the most need for NUU Group's services?

JB: We're pretty industry agnostic in terms of clientele. There's definitely an ability to gravitate toward Houston's primary industries — energy and health care — but, we purposefully to work with clients across industries. A lot of the time, we bring in someone who's a little on the outside or on the fringe to look at a problem from a unique perspective. That that's where we shine. We also work with global nonprofits, startups and companies that we believe are doing some awesome stuff.

IM: What are the pros and cons of being based in Houston?

JB: The pros are that Houston is a great city, and it's a great city for business. We have a lot of big companies here, and attitude of, 'Let's get stuff done, let's collaborate and let's work together.' I think that permeates Houston's culture, which is great for doing business. Some of the cons, I think, are battling the stereotype that Houston isn't creative, that Houston is just an oil and gas city, or that Houston is flat and hot and humid. There's a little bit of an uphill battle in terms of recruiting. We've seen that people see Houston as a place to go if you have to go, but not a place you'd necessarily want to go to. There's an opportunity to tell a better story for Houston.

IM: Over the past five years, how have you seen Houston's innovation community grow or change?

JB: Innovation has definitely become more of a popular buzzword to the point where it's slightly nauseating. Along with the boom in technology and the rate at which it advances, our position in the national and global marketplace has led to accelerating these different innovation hubs within companies and coworking spaces. I think there's still an opportunity for Houston to define what innovation really looks like, and to ask ourselves, 'How are we accelerating it? How are we empowering it? How are we really doing it, when the rubber meets the road?' It's definitely something that's evolving, and it's evolving in the right direction. …

There's this anxiety over being left behind, and this frantic sense of [needing] to do what others are doing. Just because one thing is working in California, doesn't mean that's exactly what needs to happen here. I hope Houston can be willing to be open to really move innovation forward for Houston and Houston companies.

IM: What's next for NUU Group?

JB: We started off very branding-focused, and focused on visual identity design. Last year, we made some pretty significant shifts and positioned the agency stronger on the strategy and technology side. So, we have a team of not only graphic designers and visual storytellers, but of strategists, software engineers, frontier technology thought leaders and experts. We're really bringing together design strategy and technology to solve for business challenges.

IM: Where do you see NUU Group expanding to next? Any target cities in mind?

JB: There's no target city right now that I can share. We'll probably open another office in the U.S., and we have sights set on a couple of places internationally. Those offices will probably open in the next three or five years.

------

Portions of this interview have been edited.

Allison Williams, who has been working with the Transformational Prison Project for two years, attended Good Measure to consult on the brand development. Alan Nguyen/Good Measure

Houston creatives relaunch nonprofit's brand through a 3-day collaboration

For good measure

What if you could harness the power of a city's top creative professionals to create a brand identity for a nonprofit that otherwise couldn't afford it? Alex Anderson posed that question to some of his colleagues, and Good Measure was born.

"Good Measure exists to broaden the conversation about good in the world and what that means and how people can contribute to good no matter their skill set," says Anderson, who is a senior brand strategist and account manager at Houston-based NUU Group.

Good Measure is a Houston-based nonprofit that hosts three-day creative collaborations with local designers, writers, brand strategists, and more. The goal is simple: Equip a nonprofit with new storytelling tools — like a website, social media, and video communicating the organization's message.

This weekend was the second event Anderson organized with his co-founder, Tres Garner. The nonprofit partner was the Transformational Prison Project, which uses restorative justice in Massachusetts prisons to help incarcerated individuals mindfully use their time in prison to create healing. It's about bringing everyone involved in the criminal justice system to the table to thoughtfully effect change and reinstate humanity in these prisons.

"The Transformational Prison Project understands that no matter what your position is within the criminal justice system that everybody is vulnerable to trauma. So, it's in everyone's vested interest to create more of a system that's reparative and healing than punitive." says Karen Lischinsky, director of TPP, in the teaser video created at Good Measure.

Lischinsky was a vital part of the weekend, as was actress Allison Williams (Girls and Get Out), who has been an advocate for TPP and has led restorative justice sessions in Massachusetts prisons for two years.

"I wish to transform the way that prisons, as we imagine them today, operate and the effects that they have on people," Williams says in the video.

Transformational Prison Project from Transform Prison Project on Vimeo.

Using their powers for good
Good Measure brought together 40 creatives — designers, developers, strategists, videographers, photographers, writers, stylists, and more — into NUU Group's East Downtown office to develop new branding, web design, and videography for TPP. Filming took place down the street at Primer Grey. Anderson says the point is to break down barriers and bring together individuals who would otherwise not get to work together.

"It's some feedback that we've heard over and over again how refreshing and inspiring it is to work with people across the city," Anderson says. "So, you get to come together and learn each other's processes and have a case study or portfolio piece with someone who's work you admire."

Good Measure volunteers work alongside the nonprofit partners, so Lischinsky and Williams were there every step of the way. It was a learning process for both sides of the equation — the volunteers making sure they understand and express the TPP's mission as well as TPP learning the importance of the brand development process. Anderson says Lischinsky's presence was key to the success of the weekend — as was Williams' who wasn't just a celebrity endorsement. Anderson says he could see her full heart was committed to the program.

"You pull in a celebrity figure, and there's a tactical play. It's advertising," he says. "But what was different about this event is that Allison is not a face. She showed up from the first day of Good Measure to participate and contribute as someone who is on the board of TPP and an advocate for the program."

Creating a movement
Good Measure is planning to double down on its efforts for a New York weekend early next year to serve two nonprofits with 100 creatives volunteering. The organization also expects to return to do another Houston weekend in 2019 as well as a collaboration in Los Angeles.

Anderson says they also plan on hosting a one-day conference in Houston to discuss social good. Williams and Lischinsky are both onboard to attend.

Doing the homework

  

Alan Nguyen/Good Measure

Actress Allison Williams and TPP Director Karen Lischinsky kicked off the three-day rebranding collaboration with a discussion focused on the organization's goals, challenges, and messaging.

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United breaks ground on $177 million facility and opens tech center at IAH

off the ground

United Airlines announced new infrastructure investments at George Bush Intercontinental Airport as part of the company’s ongoing $3.5 billion investment into IAH.

United broke ground on a new $177 million Ground Service Equipment (GSE) Maintenance Facility this week that will open in 2027.

The 140,000-square-foot GSE facility will support over 1,800 ground service vehicles and with expansive repair space, shop space and storage capacity. The GSE facility will also be targeted for LEED Silver certification. United believes this will provide more resources to assist with charging batteries, fabricating metal and monitoring electronic controls with improved infrastructure and modern workspaces.

Additionally, the company opened its new $16 million Technical Operations Training Center.

The center will include specialized areas for United's growing fleet, and advanced simulation technology that includes scenario-based engine maintenance and inspection training. By 2032, the Training Center will accept delivery of new planes. This 91,000-square-foot facility will include sheet metal and composite training shops as well.

The Training Center will also house a $6.3 million Move Team Facility, which is designed to centralize United's Super Tug operations. United’s IAH Move Team manages over 15 Super Tugs across the airfield, which assist with moving hundreds of aircraft to support flight departures, remote parking areas, and Technical Operations Hangars.

The company says it plans to introduce more than 500 new aircraft into its fleet, and increase the total number of available seats per domestic departure by nearly 30%. United also hopes to reduce carbon emissions per seat and create more unionized jobs by 2026.

"With these new facilities, Ground Service Equipment Maintenance Facility and the Technical Operations Training Center, we are enhancing our ability to maintain a world-class fleet while empowering our employees with cutting-edge tools and training,” Phil Griffith, United's Vice President of Airport Operations, said in a news release. “This investment reflects our long-term vision for Houston as a critical hub for United's operations and our commitment to sustainability, efficiency, and growth."

Trailblazing Houston leaders and more innovation news to know right now

Trending News

Editor's note: It's time to look back at the top Houston innovation and business news for the second half of March 2025. InnovationMap's top stories include female founders in the Inc. spotlight, an inaugural list of top local business and civic leaders, Harris County's population boom, and more. Read more below.

1. Texas robotics co. begins new search for missing Malaysia Airlines flight 370

Ocean Infinity will begin a new search for MH370. Ocean Infinity/Facebook

Malaysia’s government has given final approval for a Texas-based marine robotics company to renew the search for Malaysia Airlines Flight 370, which is believed to have crashed in the southern Indian Ocean more than a decade ago.

Cabinet ministers agreed to terms and conditions for a “no-find, no-fee” contract with Texas-based Ocean Infinity to resume the seabed search operation at a new 5,800-square-mile site in the ocean, Transport Minister Anthony Loke said in a statement. Ocean Infinity will be paid $70 million only if wreckage is discovered. Continue reading.

2. 5 Houston female founders land on coveted Inc. 500 list

Sassie Duggleby, Margo Jordan, Stephanie Murphy, Emily Cisek and Nina Magon were named to Inc.'s Female Founders 500 list for 2025. Photos courtesy the company's websites and social media pages.

Five Houston female founders have been recognized by Inc. Magazine for their innovations and for leading their industries forward.

The women were named to Inc.'s Female Founders 500 list, which features female entrepreneurs based in the U.S. The group attracted approximately $9 billion in 2024 revenue and $10.6 billion in funding, according to Inc.

“Female founders know what struggle is, but they’re also experts of improvisation, adaptability, and creativity. The women featured on this year’s list exemplify these qualities," Diana Ransom, Inc. executive editor said in a release. "Through times of uncertainty, their unwavering dedication and steadfast leadership are not only inspiring but vital to driving progress.” Continue reading.

3. Harris County booms with 3rd biggest population in U.S.

Harris County booms with 3rd biggest population in U.S.

Harris County now boasts a population of more than 5 million. Photo via Getty Images

Newly released U.S. Census Bureau data has revealed Harris County became the third most populous county nationwide in 2024, and it had the highest year-over-year growth rate from 2023.

The new population report, published this month, estimated year-over-year population data from 2023 to 2024 across all 3,144 U.S. counties, and 387 metro areas. Harris County's numeric growth rate outpaced all other U.S. counties from July 1, 2023 to July 1, 2024, the report found. The Census Bureau estimated Harris County's population grew by 105,852 people year-over-year, bringing the total population to 5,009,302 residents. That's around a 2.16 percent growth rate. Continue reading.

4. Houston lab develops AI tool to improve neurodevelopmental diagnoses

A new AI tool from a Baylor College of Medicine Lab could help better diagnose specific types of autism spectrum disorder, epilepsy and developmental delay disorders. Photo via Getty Images.

One of the hardest parts of any medical condition is waiting for answers. Speeding up an accurate diagnosis can be a doctor’s greatest mercy to a family. A team at Baylor College of Medicine has created technology that may do exactly that.

Led by Dr. Ryan S. Dhindsa, assistant professor of pathology and immunology at Baylor and principal investigator at the Jan and Dan Duncan Neurological Research Institute at Texas Children’s Hospital, the scientists have developed an artificial intelligence-based approach that will help doctors to identify genes tied to neurodevelopmental disorders. Continue reading.

5. Houston's top 25 business and civic leaders named by local organization

The Center for Houston’s Future will celebrate its first Top 25 Business/Civic Leadership Forum Alumni group all year, kicking off with an event this week. Photo via Getty Images

As part of its 25th anniversary celebrations, the Center for Houston’s Future has named its first-ever group of Top 25 Business/Civic Leadership Forum Alumni, including energy transition CEOs and legendary craft brewery founders.

The group was selected from among 1,400 alumni of the Center for Houston's Future's Leadership Forum, which hosts two cohorts per year, bringing together leaders from across industries to focus on issues critical to the long-term success of Greater Houston. Continue reading.

UH study uncovers sustainable farming methods for hemp production

growth plan

A new University of Houston study of hemp microbes can potentially assist scientists in creating special mixtures of microbes to make hemp plants produce more CBD or have better-quality fibers.

The study, led by Abdul Latif Khan, an assistant professor of biotechnology at the Cullen College of Engineering Technology Division, was published in the journal Scientific Reports from the Nature Publishing Group. The team also included Venkatesh Balan, UH associate professor of biotechnology at the Cullen College of Engineering Technology Division; Aruna Weerasooriya, professor of medicinal plants at Prairie View A&M University; and Ram Ray, professor of agronomy at Prairie View A&M University.

The study examined microbiomes living in and around the roots (rhizosphere) and on the leaves (phyllosphere) of four types of hemp plants. The team at UH compared how these microorganisms differ between hemp grown for fiber and hemp grown for CBD production.

“In hemp, the microbiome is important in terms of optimizing the production of CBD and enhancing the quality of fiber,” Khan said in a news release. “This work explains how different genotypes of hemp harbor microbial communities to live inside and contribute to such processes. We showed how different types of hemp plants have their own special groups of tiny living microbes that help the plants grow and stay healthy.”

The study indicates that hemp cultivation can be improved by better understanding these distinct microbial communities, which impact growth, nutrient absorption, stress resilience, synthesis and more. This could help decrease the need for chemical inputs and allow growers to use more sustainable agricultural practices.

“Understanding these microorganisms can also lead to more sustainable farming methods, using nature to boost plant growth instead of relying heavily on chemicals,” Ahmad, the paper’s first author and doctoral student of Khan’s, said the news release.

Other findings in the study included higher fungal diversity in leaves and stems, higher bacterial diversity in roots and soil, and differing microbiome diversity. According to UH, CBD-rich varieties are currently in high demand for pharmaceutical products, and fiber-rich varieties are used in industrial applications like textiles.

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