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Case Study: What's in a Name?

  • Writer: Courtney Garmhaus
    Courtney Garmhaus
  • Feb 7
  • 1 min read

The Problem: After a contentious merger, the new company needed a rebrand. The initial name, created by a branding firm, was poorly received by employees.


The Goal: Unite both organizations under a new name everyone could get behind.


The Solution: Employees were invited to submit name ideas. We vetted every submission for legality and availability, designed logos for the 40 that worked, then held three rounds of voting to select the favorite.


The Result: Employees bonded over the “terrible initial name” and felt personally involved in shaping the brand. It unified the two groups more than any previous initiative.

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