At Nucleus, a great deal of our work has to do with language. Very precise language. So we spend an inordinate amount of time sculpting it, pairing it back, parsing it, and in general being very very persnickety about it. We have to be this way because our work, or rather our end deliverables demand it. We are asked by our clients to provide the simplest, most compelling, most memorable definition of a brand.

We are delighted by language, excited about its evolution, and on the look-out for latest, the newest, the most interesting And today, while reading PSFK ( http://bit.ly/aAAK1n ), I came across a new-ish piece of language and instantly fell in love.

UPCYCLE

It is immediate, intuitive, of-the-moment, clear. Upcycle is recycling something so that in its new form it is better or elevated in some way. Simple, elegant, precise. This word’s a keeper.