case studies / Naming
Xbox's next generation console needed to trump PS3. With better processing power and a technology story behind it, we drafted a name with the edge and backstory to appeal to Xbox's smarter (and more cynical) customer base.
NAMING * BRAND TRACKING
For Sterling Brands
The Mid-Peninsual Housing Coalition was celebrating its 40th anniversary and signaling change. With a highly respected reputation in the industry, there was an interest in preserving the brand's foundational equities to both reflect the statewide geography and industrywide generational turnover taking shape.
Filipinos for Affirmative Action is a decades-old, highly influential community organization in desperate need of shedding a name with outdated meaning. Building on their essential role in both Washington D.C and the Bay Area, the new name more clearly telegraphed their unique set of services with 21st century purpose.