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“Is it possible to get a global, legally-vetted name for our new app in under two weeks?”

Bytedance is a global technology company with numerous informational, educational, and inspirational content platforms, including the wildly popular app, Tik Tok. We worked with them as they prepared one of their emerging brands for its debut launch. Given the worldwide presence of Bytedance’s entire portfolio, we developed strategy and creative that was not only optimized for the global market in terms of linguistic viability but was also culturally and competitively relevant amongst its diverse demographics. We focused on presenting thinking and naming that differentiated the offering in excitingly fresh ways, but that connected back to Bytedance as the masterbrand while it continues to build out its presence and offerings on the global stage.

Bytedance is a technology company with numerous content platforms that inform, educate, entertain and inspire people around the globe. Founded in 2019, the Bytedance education business now has a wide product line that includes apps, electronics, and software solutions for all age levels. HoW was asked to develop an on-brand English-language name that would appeal to their international audience both in meaning and pronunciation. After conducting a lite strategic analysis of the brand and the competitor space, House of Who dove into an exhaustive naming sprint to create names that worked for all ages and languages yet that embodied the unique tone of this brand’s mission of offering uplifting education and entertainment. With the challenge of finding names that met this project’s linguistic constraints and trademark availability, House of Who further widened creative exploration by playing with intuitively coined names, unusual ampersand lockups, and highly metaphorical and empty vessel names to really capture the spirit of the brand in a fresh, ownable, and memorable way.  

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