Tag Archive: concepting

  1. Company Naming with Findsome & Winmore

    Company Naming 

    What’s in a company name? Besides the inevitable fact that you’ll say it at least once a day and see it on signage, business cards, mugs and the like, names are the ultimate label for your company (no pressure). Company names are often your audience’s first impression of your brand and being. The naming journey can be daunting, whether you’re a well-known local shop or a budding startup, the challenge is the same: uncovering a name that speaks to who you are and who you serve. 

    To dig deeper into our own processes, we took the time to chat with some of our clients and even asked ourselves to reflect on some of our most game-changing company name endeavors. 

    Findsome & Winmore 

    In 1995, WebSolvers was born in its founder’s college dorm room. As the company grew, so did its ambitions, and it blossomed into a full-service marketing agency. With a focus on helping companies grow and thrive just as they had and inspiration from the spirit of two marketing legends, the team landed on a name that spoke to their main goal: finding and winning new customers. 


    Interview featuring Matt Certo, CEO & Principal at Findsome & Winmore. 

    What inspired your rebrand in the first place? 

    MATT: We were rebranding because our name WebSolvers was too limiting. We wanted to grow beyond just website development. For many of the years that we were in business, we built websites, and that was it. Overtime we realized that we needed to be more, we wanted to be more, and that we had become more. 


    How does your company name relate your industry? 

    MATT: The advertising and creative industry is generally looked to be off beat, to be out there, to be a little on the fringe as far as names are concerned. Findsome & Winmore was one that we felt reflected that expectation out of the advertising world. 


    What inspired you most during the naming process? 

    MATT: The level of effort and focus itself, it’s not easy. I tell people that naming products and companies is one of the hardest things we do, if not the hardest thing. To me, what was inspiring was going through the process, lists of names and concepts. Then also the collaboration. The back and forth between team members, that always gets your juices flowing. Knowing you’re going to end up with a name is very, very exciting. It kind of gets your adrenaline going knowing that this is a big deal that you’re embarking on and it’ll forever change the face of the company, literally. 


    How does your company name reflect the overall brand? 

    MATT: To me, I think it makes you chuckle. Theres a little mystery and intrigue to it, like what does that company do? The fact that we use the tagline not a law firm is really a play on our name because it doesn’t really tell you anything more about what we do. It leads to some level of intrigue and asking some questions. 


    After entrusting Findsome & Winmore to rebrand their corporate identity, the 26Health team is pleased to say their name and brand is the epitome of who they are. Providing care for every letter, 26Health’s new brand identity (including a name, tagline, logos and secondary marks, typography, inspirational imagery and collateral implementations) spoke to individuality and acceptance of each patient’s truest self. 


    Interview featuring Dr. David Baker-Hargrove, President, Co-CEO and Co-Founder of 26Health; and Robert Baker-Hargrove, COO, Co-CEO and Co-Founder of 26Health. 

    Can you speak to your company culture and your team’s drive to provide an all-inclusive health clinic to the Central Florida community? 

    DAVID: I think more than anything, it stems from who Robert and I are as a couple. Through our entire relationship, we’ve celebrated diversity and believe in how important it is. We wanted diversity to be more than a slogan or nice words in the employee handbook. Diversity hiring for us has always been intentional, not because we wanted to fill seats or make quotas, but because we intentionally looked for people who would be reflective of the patient population we serve. 

    All of this was done in mind with the patient population that we serve that has that rich reflection. We are primarily set up to provide services for people who have multiple identities. They can be LGBTQ, but also people of color and people who have a different immigration status. All aspects that occur within identities within 26Health also happen within our patient population and we want people to see themselves when they walk in the door. 


    With that in mind, what was most important for your company name to achieve? 

    ROBERT: We wanted a name that honored who we are as a company and the community we serve. We wanted it to have a level of standing beyond us as individuals. And we also wanted it to be memorable. Whenever you think about the people in our organization or the people that we serve or even the businesses that we do business with, it’s extremely important to us that everyone feels included. Diversity and inclusion is a huge aspect but then it’s also about acceptance. 

    And the other aspect and something really fun that we talked a lot about was that we wanted something that would have a logo that identified who we were before you even had to say it. So we were really focused on the logo as well as the name. Going through that process, we went through a lot of identifiers. 

    We allowed Findsome & Winmore to take that information and present us with some options – the name 26Health – we all fell in love with. That was it, that was the one. No matter what letter you are or how you identify, we care for you. That’s when the tagline ‘care for every letter’ came out of it. 


    How does your name lend itself to visual creativity? How does the name 26health provide opportunities for unique visual branding? 

    ROBERT: When you’re looking at the logo, if you slightly tilt your head to the left, you’ll see an equality sign. The curvature of the two and the six also create an infinity sign. We really thought that there were a lot of embedded symbols in there that give us something that really has a lot of meaning to the logo aspect of it that really takes it to another level. 

    We also wanted a logo that could stand on its own and looked really cool on things. We wanted something really broad, yet striking, that was innovative and different. So when we were going through the process and they showed us what the logo could look like on different things and how we were treating it, it was just something that we absolutely fell in love with. 


    How does your company name reflect your company’s mission?  

    ROBERT: Every person on staff really connects to it and the mission and the vision. We often talk that the mission is the mechanism of how you grow to your vision. Being able to have a name and a logo that truly encompasses everything we do for the community and encompasses how we feel and integrates our systems of care and how we bring them together really speaks to that people are more than just one letter. People have depth. They have feelings and there are dimensions to people. So what we really hope and feel is that when our patients come, they get that level of care that we’re treating them as an individual and not treating them as a number. They can come to us and they can bring their true authentic selves regardless of how they identify. 


    Also undergoing a name change since its debutetectRx now has a company name that reflects its mission. Following the change, etectRx asked Findsome & Winmore to lead the way in creating a design identity that would bring their name to life. Learn how the evolution of a company name that was created over lunch conversation, combined with a compelling brand aesthetic, works for the leader in digital pills. 


    Interview featuring D. Eric Buffkin Jr., Sr. VP. Development and Technical Operations at etectRx; and Jessica Schein, Sales Operations Coordinator at etectRx. 

    Now that we know the result, tell us how you got there. Describe your company naming process. 

    ERIC: The process involved sitting at lunch and tossing names back and forth at each other around the idea that we were doing electronic detection. That’s where etect came from. Instead of calling it ‘edetect,’ we said, ‘let’s just call it etect.’ 

    We did toss around the idea of ‘smart pill’ but there was another company here in Gainesville that had trademarked the ‘smart’ term as it related to medication adherence. So, we didn’t want to just poke them in the eye completely or get poked in the eye by them, so we avoided the whole smart approach. But it was literally lunchtime conversation. And being two engineers, we had to come up with ‘OK, what are we doing and how do we make a name out of that?’  


    What did you want your target audience to understand from the company name and brand Identity design? 

    ERIC: It was always the intent to make sure people know we are a wireless communications technology. 


    What does your company name help achieve in the visual and design space? 

    JESSICA: When you mention electronic detection, as far as our new branding and even our old branding goes, there’s a frequency radiating off of both our logo and our icons. I think both the name and the visual helps tie it all together. 


    Can you speak to company culture and your team’s drive to solve medication non-adherence? 

    ERIC: We started out purely as medication adherence. In the many years that we’ve had the company, the scope has actually expanded to really be digital pills. Digital pills mean measuring adherence, but they also mean other things. When you take that adherence or ingestion information and feed it into some of the novel software applications being developed to help people with particular illnesses, the combination of those makes a huge impact on people’s wellness, quality of life and how much money they have to spend to get well, so there’s all kinds of goodness around that. 

    The culture here is a ‘do what it takes’ kind of culture. This is a wide-open category. We feel like at this point we define the category since the only other significant player is no longer around. We feel like we have to do what it takes to drive this company forward and the culture around here is about doing what it takes.  




    Findsome & Winmore found inspiration in the stars when naming Celeste, a new hotel concept on the campus of the University of Central Florida. Working closely with the Marriott team, we established a bold company name that paid homage to UCF’s ties to the space program, mythology and astronomy while staying true to the Marriott brand. 


    Interview featuring Matt Certo, CEO & Principal at Findsome & Winmore.  

    Now that we know the result, tell us how the team got there. Describe the naming process for this client. 

    MATTWe were working with the Marriott marketing team and we really looked to establish the brand pillars before anything else and what the brand was going to stand on. Before we talked about a name or a logo, we looked at concepts that should be representative of the hotel itself. 

    We arrived at ideas like discovery and exploration and an experience that was transcendent of some sort. And of course, UCF has an association and a longtime history/affiliation with the space program. We looked at that as a concept of something that we could build upon as this is the kind of feeling that we want to create with this brand and the kinds of impressions we wanted people to get when they were interfacing with the brand. 


    What’s most important when developing a company name for clients? 

    MATT: We have a number of rules that we look to follow. One of them is: is it ownable in the marketplace? Can you really say this is your name? We also look at: is this something that sets you apart and differentiates you in some way? And then, also, does it evoke that core of the brand or the essence of your brand? 


    How do you immerse yourself in the client’s brand? 

    MATT: We do that by digging into the founding story of the brand. We dig into the purpose of that organization or company. We also look at mission and vision, and personality traits that personify the brand. You immerse yourself in a client’s brand by being around the people, being around the founders, being around that ownership group. 

    This was a new hotel that wasn’t out of the ground, but if it was an existing hotel, you’d probably want to go there and visit to understand what the feeling was like, what the guests are experiencing, what you want them to experience. Just really immersing yourself by being there – talking to people, listening, observing, smelling – all these things are important. 


    What inspired you most during the naming process? 

    MATT: I think really the celestial thinking that we gravitated to really got everyone’s wheels turning. The celestial is very, very inspiring. So, when you arrive at that as a concept to play with, you can’t help but get excited. 


    What makes the name “Celeste” unique in the hospitality industry? 

    MATT: It’s a name that doesn’t exist here locally. No one is going to mistake this for a different hotel. It begins the journey of telling a story when you talk about the name and how it relates to the experience that the Celeste wants guests to have. 


    How did you ensure the company name reflected the overall brand? 

    MATT: You have to come back to the brand pillars, the foundation of the brand. And when you think about pillars it’s things that are on the inside of the brand that people don’t necessarily see, and that’s just like the pillars of the building. You look at columns that hold a building up. Usually, those things are inside and they’re not really exposed to the outside world. 


  2. Creating the32789: Brand Consistency is Key 

    The Key to a Consistent Brand 

    Again and again, we hear that “consistency is key. When developing a brand across multiple channels and touch points, that couldn’t be more trueSo as the Findsome & Winmore team was designing, writing and developing all that is the32789a digital-only, hyperlocal news platform, we knew creating brand consistency that flowed seamlessly between various platforms was essential. the32789 lives on the websocial media, email and has the potential to make its way to more mediums. But no matter where we take our brand, telling the stories of Winter Park while sharing a story of our own is crucial to fostering brand recognitionconsumer trust and loyalty, and a strong sense of who we are. 

    Because were a new face to Winter Park residents and frequentersmolding a strong brand identity early on was important. We wanted to spark more than a brief buzz–we aimed to become household name. So we produced a local brand we felt was so memorable and unique that it’s worthy of attention and brand awareness that would long outlive its launch date. And though we set out to have a solid foundation from the get-go, the same can be done for existing companies looking to strengthen their branding consistency. 

    From Brainstorming to Brand 

    In the brainstorming stage, we looked to the roots of who and what we were representing. Because the32789 focuses on the happenings and inhabitants of Winter Park, we looked to the suburban city’s identity to mold our own. By borrowing from the scene that residents and locals know so well, we created an inviting look and feel that felt familiar and welcoming. 

    We sought out brand colors to radiate Winter Park’s artworkvenues and landmarks with three classic primary colored hues of ocean blue, mustard yellow and rustic brick red. Our feather-inspired mark symbolizes the understood mascot of the city, the peacock, while paying homage to water and forward motion–all part of our modern brand. 

    The purpose behind the32789 played an integral part in its creation, so from platform to platform, our core values (truth, storytelling, style and design, and diversity of opinion) are always at the forefront. We cultivated a multichannel presence with our audience, as we knew that’s where they were spending approximately 6 hours dailyAnd because we’re solely an online effort, it’s a must that the32789 comes to life digitally to establish brand awareness. The only way to do so was by embodying Winter Park’s community and connectivity amongst locals. 

    After cementing who we are and what we look like, we considered where the32789 would exist and how we could stay true to our aesthetic. We then developed brand assets that beautifully flowed into any space. 

    Design and Photography 

    Credibility and familiarity are at the core of our brand. We’re a new, local platform, so seeking out our own truths and capturing stories from our own lens is important to us. Images play a huge role in any story. Not only do they illustrate what’s happening, they work as a piece of the32789’s identity. 

    Lucky for us, Winter Park is the epitome of picturesque–providing beautiful shots that are both iconic and historic. Behind these original images that are stories waiting to be told. These original photos live not just on the site, but on social as well. And because original photography is a main piece of the32789, we implemented graphic standards like our color paletteoverlays and typefaces on Instagram to bring brand consistency to our social grid. 


    Though each aspect of the32789 is important, web is our main space. It’s where stories live and breathe fully and where so much more about who we are can be found. Because of the recognizable color scheme and distinctive mark overlays throughout the webpages, our brand stays consistent through and through. 

    Finally, as do all of our platforms, our website drives users to our other spaces so all things the32789 work in harmony, living cohesively in one way or another. Whether we’re encouraging web visitors to engage with us on social with a share button or sign up for our emails, the32789 Weekly, the goal is always to keep our brand top of mind. 

    Copy and Messaging 

    As mentioned, the32789 was created to be a voice that speaks to Winter Park residents and visitors. To make this clear, we framed our tagline around a phrase that could be applied to many Winter Park interests. It was understood that our tagline, “for the locals,” had the potential to be applied to multiple audiences, stories and iterations. Because it can be rewritten in so many ways (business for the locals, food & drink for the locals, and news for the locals to name a few) it encompasses several aspects of the city and those who call it home. By framing our messaging, tagline and overall brand voice around the community we serve, we’ve built a brand that truly is for the locals. 

    Overtime, we want our brand’s being to be ingrained in the minds of consumers. They should have the same impression no matter where they first encountered the32789. And as we continue bringing news and current events to the Winter Park community via the brand we’re so proud of via the32789, Findsome & Winmore will be behind the scenes creating lasting brands just like this one for our clients.