A formulation, a fabric technology, a process: your science is your edge. Schema turns it into a brand — a name, a positioning strategy, and an audience proven to pay more for it. Grounded in cognitive and consumer psychology, powered by our MVCA.ai cognitive model.
SchemaPrice premiumCustomer loyaltyPositioning edgeBrand differentiationScience identityConsumer validationMarket segmentation
SchemaPrice premiumCustomer loyaltyPositioning edgeBrand differentiationScience identityConsumer validationMarket segmentation
We turn science into brands. We give your science an identity, build how it's communicated to consumers, and run real experiments to find the audience that pays the most for it.
Schema is led by PhD consumer psychologists and marketing scientists who are also brand founders and strategic consultants. Our methodologies originate from research labs, are published in top peer-reviewed journals, and taught at Columbia Business School. That methodology is productized as MVCA.ai — our proprietary cognitive model that simulates how real consumers think. We serve clients across North America, Singapore, and China.
A name turns raw science into something people recognize, trust, and pay more for.
We frame the science, choose the proof, and position it against the alternatives — the case that justifies the premium.
MVCA.ai simulates how different shoppers value your science, so you launch at the segments that pay the most.
Your R&D budget created the science. We create the asset — the identity, the positioning strategy, and the experimental evidence that drives price premium, deepens customer loyalty, and builds a defensible competitive edge.
Active, quality-first buyers who judge gear by how it performs and feels — not by the label on it.
Trend-aware shoppers who treat activewear as a social signal and benchmark it against Lululemon and Alo.
Careful, value-minded buyers who won't pay more on a claim alone and default to price.
Tastefortwo
A proprietary cognitive model that simulates how a real consumer reasons — step by step — instead of guessing from a survey or a focus group.
Developed by cognitive and social scientists, including researchers from Columbia and Meta. The same rigor behind peer-reviewed work, made into a tool.
More than a thousand psychologists use MVCA.ai to simulate how an audience perceives, evaluates, and chooses.
MVCA.ai finds the segments that value your science most — and pay the most for it — before a dollar of media is committed.
MVCA.ai is the foundation of Schema's work — the model behind every audience we validate, map we draw, and premium we prove.
Psychologically-accurate simulation of how consumers process your science.
Pre-launch segments and user profiles built from simulated cognition.
Which audiences, channels, and media-buying (投流) strategy to back.
LLM-generated ad content, social management, account & ad-matrix optimization.
A brand-consistent, always-on presence that compounds into conversion.
Once we've pinned down who to reach and how to position you, Unifinity AI takes social off your plate — planning, creating, scheduling, and posting across every major platform, around the clock.
You stay focused on the science. Your brand still shows up every day, wherever your buyers are — and it gets sharper as the results come back in.
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IMAGEPlan, organize, and visualize your entire content pipeline with an intuitive drag-and-drop calendar. See every post at a glance and never miss a publishing window again.
Preview exactly how your content will look on every platform before it goes live. No more surprises — see Instagram feeds, TikTok videos, and Stories rendered in pixel-perfect mockups.
Elevate your content game with stunning visuals and seamless scheduling.
Captions, hashtags, scheduling, and platform targeting — all organized in a single, clean interface. Stop juggling spreadsheets and scattered notes.
The science-brand identity, the positioning, and the MVCA.ai-validated audience worth reaching.
Hands-off execution across content, social, and ads — so the audience we find actually turns into customers.
Schema's design partner is max Partners — a communication design studio by Wendy Li & Chuye Chen. Their line: "You have the vision. We make it land."
They named and launched Panel K's material science into a bilingual global brand — 1.46M impressions and 17K new followers in six months, top 5% in its category on Rednote.
Intel gave its processor an identity, invested $250M in consumer-facing positioning with co-branded badges and retail strategy, and taught an entire market to ask for it by name. Awareness went from 24% to 94%. The science stayed the same. The identity, the positioning, and the audience strategy created the price premium.
Scientists noticed sake brewers had unusually smooth hands. SK-II isolated the yeast extract, gave it an identity — "Pitera™" — and built a global prestige franchise around a complete science brand: the origin story, the positioning against commodity actives, and a proof architecture that justified the premium. The molecule is galactomyces ferment filtrate. The brand asset is Pitera™.
Gore-Tex is an ePTFE membrane — but consumers know the tag, the brand, and the promise. Arc'teryx, Patagonia, and The North Face all pay a premium to feature it because their customers demand it by name. The identity system, partner co-branding strategy, and consumer positioning created a self-reinforcing advantage.
In every case, the science was already strong. The price premium, the loyalty, and the positioning edge came when someone gave it an identity, a strategy, and the right audience.
Research-grade cognitive and social psychology — the same experimental methodology used in peer-reviewed science, now productized as MVCA.ai and applied to building your price premium, your competitive differentiation, and your customer loyalty.
A brand identity guide — for the science behind your product. We audit your science IP, build its naming and visual system, design the positioning strategy, validate it with MVCA.ai cognitive simulation and consumer experiments, and deliver a comprehensive reference your team can execute against.
Research-grade experiments most agencies can't run — now amplified by MVCA.ai, our proprietary cognitive model: controlled studies, perceptual mapping, psychographic profiling, willingness-to-pay estimation. The insights that drive pricing decisions, loyalty strategies, and market entry.
We join your team as the embedded science branding function. Science Book, ongoing research, behavioral lab studies, publication-grade experiments — the full infrastructure that turns your science into a defensible brand moat. Available on equity or commission.
→ Consumers searching for "PerformaWool" can only find Cozy Zero. Consumers searching for "wool activewear" find everyone. The science brand owns the search, the shelf, and the repeat purchase.
Every brand has a visual identity guide. The Science Book is the equivalent for your science IP — the definitive reference for how your science shows up in the world, backed by real consumer data.
Identity, positioning, and validation — connected, tested, and compiled into one document that drives price premium and differentiation across every touchpoint.
Naming, marks, visual system
Strategy, proof architecture, channels
MVCA.ai simulation, perception, pricing data
Your science is already strong. Schema makes sure your consumers perceive that strength — and that it's driving the price premium, the loyalty, and the positioning edge it should.
Panel K had advanced decorative panel technology and adhesive processes — but no consumer-facing language for any of it. We built the naming system from scratch ("Krystal Panels," "Krystal Bond"), designed the identity and positioning strategy, and delivered a full Science Book for deployment across B2B and consumer channels.
Cozy Zero's merino wool fabric science was their biggest competitive advantage — and their most under-leveraged one. We created the PerformaWool™ science brand identity, designed the positioning strategy ("seamless on your skin and effortless in action"), built MVCA.ai-validated competitor proof comparisons against Lululemon and Alo, structured the communication architecture, and mapped deployment across web and social. Average transaction price increased from $65 to $85.
Whether you're launching a new science or repositioning an existing one — we'd like to hear about it.
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