Naming
Our naming process captures brand ambition through a structured, creative approach from idea generation to strategic screening and refinement. It ensures alignment across the organization and creates consistency within the wider naming ecosystem.
going
When a value proposition that had evolved beyond price, and a company that had grown beyond the persona of its founder, 'Scott's Cheap Flights' needed to carve a new path to better connect with its future customers.
The name, Going, instils a sense of curiosity and eagerness that they aim to inspire across all of their members — present and future.
The Other House
To differentiate from competitors we championed a whole new type of luxury – the luxury of long-stay living. One that lets you kick off your shoes, put your feet on the sofa and get truly comfortable.
This provocation led to the name, 'The Other House' and four-step user journey to living like a resident: Make it home; Give control; Create a lasting impression; Build it better.
Alludo
For decades, Corel and its offering had been centered around the technicality and performance of its products. It was clear that it was time to change perspective and focus on people and new ways of working.
The new brand is built around the idea of empowering people to work wherever and whenever they want. The name, Alludo — originaing from "all you do" — is a literal expression of this promise: software that liberates you from the everyday.
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