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.

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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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23 Houston companies rank among America’s most future-ready businesses

future focused

By one measure, Spring-based tech giant Hewlett Packard Enterprises reigns as the most future-ready Houston-area company on the S&P 500 stock index.

HPE sits at No. 72 in a first-time ranking of the best S&P 500 companies for the future. Including HPE, 23 Houston-area companies appear on the list.

Published by The Wall Street Journal, the ranking was created by Bendable Labs for the WSJ Leadership Institute. It evaluates how S&P 500 companies stack up in six areas: AI readiness, innovation, talent readiness, financial fitness, resilience and agility. To be ranked, a company had to be part of the S&P 500 as of Dec. 31.

Among the six categories, HPE ranked highest for innovation (No. 30) among local companies. The WSJ didn’t say why HPE scored so well for innovation. However, the company stands out in this category thanks to:

  • Creation of the El Capitan and Frontier supercomputing systems
  • Research into photonic computing and quantum networking
  • Last year’s $14 billion acquisition of Juniper Networks, giving HPE an edge in AI-native networking
  • Establishment of the everything-as-a-service GreenLake hybrid cloud platform for data centers, colocation facilities and edge computing environments

In an interview with the Six Five podcast at HPE Discover 2025 in Las Vegas, CEO Antonio Neri said the company’s strategy is “basically founded on innovation, and that innovation drives shareholder value over the long term.”

While HPE fared well in the innovation category, it ranked toward the bottom for financial fitness. What’s behind the No. 430 ranking in the financial category? HPE’s low score likely reflects a debt-heavy acquisition strategy coupled with a historically low-margin hardware business.

Here’s the full list of the 23 Houston-area companies included in the ranking of the best companies for the future:

  • No. 72 Hewlett Packard Enterprise
  • No. 105 SLB
  • No. 120 Baker Hughes
  • No. 125 ConocoPhillips
  • No. 158 NRG Energy
  • No. 176 Targa Resources
  • No. 185 Chevron
  • No. 195 Halliburton
  • No. 223 Coterra Energy
  • No. 229 Waste Management
  • No. 235 Exxon Mobil
  • No. 250 Kinder Morgan
  • No. 257 Quanta Services
  • No. 276 CenterPoint Energy
  • No. 285 Sysco
  • No. 313 Occidental Petroleum
  • No. 318 Camden Property Trust
  • No. 333 EOG Resources
  • No. 365 LyondellBasell Industries
  • No. 373 Comfort Systems USA
  • No. 401 Crown Castle
  • No. 408 Phillips 66
  • No. 500 APA

Uber, Nuro and Lucid plan to roll out robotaxi services in Houston

autonomous autos

More autonomous vehicles are expected to hit the roads in Houston next year.

Ridesharing giant Uber announced that it plans to roll out its premium robotaxi service in the Bayou City in mid-2027. Houston will be Uber’s second planned market for the program, following the San Francisco Bay Area, where the program is expected to be rolled out later this year.

Uber, Nuro and Lucid Group will bring the robotaxi program to Houston with more markets planned for the future. Currently, Nuro is conducting autonomous on-road testing with safety operators in Houston. Testing includes simulation, closed-course testing and supervised public-road testing.

“Houston is a city Nuro knows well, and we’re excited to help bring this robotaxi service to the city through our partnership with Uber and Lucid,” Andrew Chapin, chief operating officer at Nuro, said in a news release. “Houston’s large, complex metro area is an ideal market for demonstrating how Nuro’s universal autonomy platform can generalize across different geographies and operating environments. We look forward to continued engagement with the community as we prepare to launch service in 2027.”

The fleet of 100 vehicles across California and Texas will feature Lucid Gravity EVs and future Lucid Midsize vehicles equipped with Nuro Driver technology, Nuro’s Level 4 universal autonomy platform, plus a redundant sensor suite with cameras, lidar, radar and a roof-mounted halo.

The vehicles will be owned and operated by Uber and its fleet partners and made available to riders through the Uber network, according to the company.

In addition to the fleet of autonomous vehicles, Uber also announced that it has secured a 50,000-square-foot depot facility and dedicated charging pitstop in Houston. The facility will allow Uber and its partners to control vehicle maintenance, repairs, charging, cleaning, and day-to-day operations.

“Houston marks an important next step in our partnership with Lucid and Nuro as we expand autonomous mobility to more riders throughout the world,” Sarfraz Maredia, global head of autonomous mobility & delivery at Uber, added in the release. “Together, we’re combining best-in-class vehicle and autonomy technology with Uber’s scale, fleet operations expertise, and infrastructure capabilities to build a service that can grow across dozens of markets in the years ahead.”

Waymo launched its autonomous vehicle program in Houston in February.

The company later suspended its driverless car services in Houston, other major Texas cities, and Atlanta, after one of its vehicles was stranded by flooding during heavy rains. However, according to the Houston Chronicle, the fleet has resumed activity in Houston and is fully active.

Houston fintech company closes $7M funding round

fintech funding

Houston-based fintech company Receipts Depositary Corporation has closed a $7 million oversubscribed funding round and plans to scale.

The round was led by Austin-based LiveOak Ventures, with participation from Hivemind Capital, Onigiri Capital, OTC Markets Group, GTS, and Redbeard Ventures, according to a release from RDC.

RDC's platform issues depositary receipts (DRs) to qualified investors on digital and alternative assets, making it easier for investors to buy and trade hard-to-access and less traditional assets. Currently, the company offers DRs for cryptocurrencies including Bitcoin, Ethereum, Solana and XRP.

RDC says the new funding will allow it to launch new DR products across a wider range of asset categories, potentially including commodities. Additionally, it plans to grow its relationships with "banks, broker-dealers, market makers, custodians and exchange partners" and add to its product, operations, technology, and commercial functions teams. The company is actively hiring, according to a press release.

“Depositary Receipts are trusted, regulated capital markets products which RDC is bringing to an entirely new universe of assets, from commodities to digital assets, that have historically been out of reach of traditional securities markets," Krishna Srinivasan, founding partner at LiveOak Ventures, said the release. “The team's depth of experience in the DR business on a global scale, combined with the broad institutional validation from co-investors, anchor customers, and strategic partners across asset classes, makes RDC uniquely positioned to define this category. We're proud to lead this round and support the company as it scales.”

RDC was founded in 2022 by three Citibank alumni: CEO Ankit Mehta, CEO Bryant Kim and COO Ishaan Narain. It began offering its first DRs for Bitcoin in 2024.

“This funding round is a strong validation of what we’re building at RDC and the growing demand for modernized Depositary Receipt infrastructure,” Mehta added in the release. “With the support of LiveOak Ventures and our investor partners, we are accelerating development across our DR platform expanding our market reach, and building the team needed to support the next generation of DR product

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