“Mike and the Uppercase team are impressive. The depth of their creativity and the speed with which they deliver work is remarkable. They are a perfect fit for us.”
Client
Nokia is a global leader in innovative communication technologies for service providers, governments, large enterprises and consumers.
Challenge
Nokia offers a superior product in data center services and sought to highlight and distinguish it among a crowded and noisy competitive landscape.
Results
Nokia AirFrame™ soars with promise. At once it suggests imagery of the cloud – a key signal that places it in context – while depicting a solid, grounded framework upon which to build, expand and grow.
““We are pleased with the result, and we particularly appreciated the rigor that Uppercase brought to this project.”
- Robert Bruce, VP, Clinical Genomics”
Client
Clinical Genomics, a biotechnology company developing innovative products for colorectal cancer diagnosis and monitoring.
Situation
Colorectal cancer (CRC) has a high rate of recurrence yet existing testing technology often yields false positive results. Clinical Genomics’ new blood test is a better test detecting twice the number of recurrent cancers when compared to the existing standard blood test.
Challenge
Given the significant likelihood of recurrence and its seriousness, Clinical Genomics and Uppercase sought a brand name that at once projected the intellectual rigor associated with medical science yet at the same time felt approachable, friendly and comforting.
Results
Colvera™ is a brand name that works on multiple levels, both in parts and holistically. The prefix, Col, immediately places it in context and the active and vibrating “V” sound may subtly suggest life through its occurrences in the many words synonymous with it including alive, viva, vibrant, vitro, vivo, etc. Colvera is comprised of soft sounds including ‘L’, ‘R’ and the soft ‘A’ which we know from linguistics are soothing. And, taken as whole, Colvera may suggest cover or coverage - surely positive attributes for a health care brand.
““Uppercase delivered a creative and methodical naming process with an excellent final result. Not only are we extremely happy with the process and the final name, in my experience work of this caliber has only been delivered at a dramatically higher price point.””
Client
TruMed Systems, a manufacturer of advanced refrigerated vaccine dispensing systems.
Situation
Vaccines that require refrigeration, as vitally important as they are, are usually stored in dorm style fridges and logged in and out with pencil and paper. TruMed Systems saw an unmet need and created an advanced, user-friendly system to store, dispense and track refrigerated vaccines for hospitals, clinics, pharmacies, and doctors’ offices.
Challenge
Our Client sought a name that was descriptive, communicated the primary benefit and evoked the innovation inherent in the product.
Results
Uppercase Branding, using insight gathered through research with pharmacists, clinicians, nurses, and doctors, generated more than 600 candidates before ultimately recommending AccuVax.
AccuVax communicates accurate and precise delivery of vaccine medication. Its look and sound is a fit within the prescription drug milieu where it will live. And AccuVax, with familiar sounds that create a new word, conveys that this product is a new, innovative and transformative solution.
““Uppercase delivered results that you cannot achieve on your own.
Naming is part art and part science and they excel at both.””
Client
A financial services organization.
Situation
A large player in the financial services sector needed a name for their new insurance company.
Challenge
The company’s advertising agency of record engaged Uppercase Branding to create a name that has meaning to the consumer and stand out amid a cluttered environment of major and minor players.
Results
Analyzing the competitive set shows a landscape of names communicating no meaning or benefit to the consumer. Iterations of the words 'farm' and 'state' compete with meaningless words like progressive, traveler, fireman and initialisms and acronyms including, AIG, AAA, Aflac, or GEICO.
Looking at the challenge from the consumer’s perspective, Uppercase discovered an opportunity to create a brand name that delivered meaning by appealing to insurance consumers' universal desire for stability, peace of mind, and confidence. Stillwater Insurance Group communicates placidity, depth and serenity which align with the emotional benefits an insurance consumer desires.
““Uppercase delivered outstanding creative work. In addition to a great name, they refined our brand platform, developed all graphic design elements and all at very reasonable fees.
They are terrific to work with!””
Client
Zane Prep.
Situation
Zane Prep is a supplementary in-school education program for K-8 students founded by Paul Zane Pilzer, an economist, entrepreneur, educational advocate and NY Times bestselling author. The company wanted to expand their presence with an after-school retail activities program to tutor K-8 students in science, technology, engineering and math. The company needed a new name and visual identity to brand the stores.
Challenge
Zane Prep engaged Uppercase to develop a name and visual identity that would appeal to a kid’s desire to have fun while at the same time inspiring confidence in parents that their child would be engaged and learning. Furthermore, Zane Prep wanted the name to leverage its powerful brand equity in the education space.
Results
Uppercase Branding generated more than 1,100 candidates and working together with the client ultimately selected a created name, Zaniac. Zaniac clearly leverages the Zane brand while it evokes the fun images of zany and maniac that appeal to kids and the powerfully positive imagery of brainiac that resonates with parents.
““Uppercase, what can I say? Stellar creative and a joy to work with.””
Client
A professional services growth consultancy.
Situation
After a long and successful career growing small to medium marketing service companies into large ones, John Barnes, following his entrepreneurial passion, formed a consultancy to help professional service firms identify and execute the steps needed to take their companies to the next level.
Challenge
The partners wanted a name for their company that would project foresight, insight, and creativity while providing the right amount of interest to stimulate the audience’s desire to know more about their services.
Results
Over an intensive three week period, the Uppercase team created and analyzed more than 3,100 name candidates that met strategic objectives but also possessed the certain Je ne sais quoi that would pique the target’s curiosity.
Voyant, inspired by the word clairvoyant, communicates the consultancy’s value proposition of helping clients to see ahead, adjust and grow. Voyant may also trigger positive associations with voyage, vision (through its Romance language root “to see”), and buoyant. Linguistically, the ‘v’ sound is active (note the vibration the sound requires) and generally associated with the idea of life, e.g., viva, vie, viable, vivid, vital, etc.
