Creating a new nomenclature that helps customers make sense of a large and unwieldy product portfolio – and the internal processes to go with it.
“How do you make a legitimate, awesome, medical-grade product stand out as credible and cool and consumery in a sea of fraudulent “snake oil” competitors?”
“We have a super smart, experienced internal brand & naming team, but we’re small, manage a lot, and move fast. Do you do retainers?”
“How do we name our new bike to show it’s a break from our past while maintaining equity in the Bowflex name?”
“We’re one of the largest tech companies in the world. We move super fast and work crazy smart. We need some extra brand brains and expertise – you in?”
Updating an already successful brand identity to include an expanded offering while maintaining the legacy.