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Mainstay

Updating an already successful brand identity to include an expanded offering while maintaining the legacy.

AdmitHub offered an incredibly user-friendly chatbot platform that’s designed to support the enrollment process for the higher education sector. With solid success under their belt, AdmitHub wanted to bring their offering to the employment sector and possibly entirely new industries, yet their name and logo were too specific in meaning to be widely scalable.

House of Who was hired to re-envision their brand during a naming sprint and subsequent design phase. We prepared with a robust competitor analysis to understand how other chatbot platforms are positioned and branded. We leveraged this data against AdmitHub’s current positioning to develop refined naming parameters. We then took our insights, along with a lite preliminary round of name generation, into a naming workshop with key stakeholders to more deeply explore and share creative. The client followed up with a deeper stakeholder and legal analysis of names before landing on one of our faves: Mainstay, a competitively strong and  on-brand name that suggests a friendly, reliable chatbot that’s always available to assist individuals on their journeys--whether that’s at work, at school, or in other areas of life. We finally took this name into the logo design phase to reimagine the brand’s look and feel, in context with the new name, as it extends into diversified markets.

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