[Elaboración: casos varios]

Here's who's talkin' their walk...

Bear the Cross®

Arrivals Lounge
The owner of this new line of water-active wear™ for aquatic enthusiasts knows a thing or two about cultural pride and prejudice. Of Mexican-American and Comanche heritage, he was born in Hawaii and lived there during his first eight years. Mr. Cruz wanted a name that reflected his ancestry and unconventional approach to life. A water sign by birth, the oceans and sky are his driving forces. Kaye needed a stick-to-your-ribs, stand-out name that would transcend the usual weather patterns of branding, real or imagined.

Departure Gate
We stayed away from the one-word monikers, going all out for a phrase with some teeth to it. Just as short (if not shorter) than other multi-syllabic competitors, Bear the Cross is every ounce on-style. Bold and playful...like its founder. Coincidentally, the client’s surname means “cross” in Spanish. You know you’ve gotta hit the surf today...even if it costs you. After all, what good is a little fun without some redemption in the mix?

In Flight
Devign also developed a tightly-knit brand architecture for the company’s current and future collections. Those branded names will be announced at the respective introduction of each new product line. To further a consistent brand message, we wrote the poetic and standard navigation, body copy and taglines for the entire website and bumper sticker slogans and contributed to the hangtag verbiage. We look forward to seeing this powerfully woven story unfold in boardshorts, rashguards, t-shirts other garments for water recreationists, as well as in words. (Unfortunately, the economy got the best of this client.)

OmegaFi

Arrivals Lounge
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Departure Gate
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In Flight
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espany'all®

Arrivals Lounge
Spanish has been integral to Ms. North’s personal and professional growth since 1978. This interest blossomed into a full-time habit when she was an exchange student in Barcelona her senior year in high school. She has always enjoyed sharing her passion for this Romance language and the myriad cultures that converse “en español.” After various college-level lecturing gigs and observing the increasing convenience of having a working knowledge of Spanish in this country, Karen wanted to offer a more gratifying environment for her pupils. The name of her individualized instructional services should be no less engaging than her confidence-building approach to language acquisition.

Departure Gate
Aahhh...so close and yet so distinctive! espany’all bolts from the obvious and usual path of the indistinguishably flat, academic-sounding options, instead informing you upfront that there must be something unique there. This name first takes advantage of the familiarity of the general word for the Spanish language, español (“es-pan-yoal”). Utilizing a remarkably slight tweak to the source term, the name still gets the subject matter across with humor and to full-effect. The surprise ending is a nod to the founder’s Southern roots, yet there’s no Dixie hint in her Spanish. The two-in-one apostrophe/ speech bubble is the bonus play, affectionately known as Speak Bubba™. We hope to one day anthropomorphize him into an active online teacher. With an inspirational presence like that, learning Spanish has got to be fun! espanyall.com

Carry on Language™

Arrivals Lounge
For the owner of this series of language and culture instructional podcasts, travel has transformed itself from a hobby to a professional tool that routinely enhances Karen’s verbal solutions for her brand strategy clients. The best way to visually capture a snapshot of Ms. North’s innate priorities? Imagine language and languages coursing through her veins with the respective in-country experiences adding meaty context to those bones. That’s Karen and a testament to her enthusiasm and instinct for showing others how they can get the most out of their trips abroad, or even right here at home. She wanted to highlight the portability of being culturally in-step (no matter the location or situation) and establish a direct association as to the nature of business.

Departure Gate
The name immediately transports you to travel mode without worrying whether your bag and you will match destinations. Hassle-free learning of just the right amount of culture and language means you’ve got the power to be effective from the get-go. And, don’t be fooled by the compact delivery of these unique lessons. In name, “to carry on” is to continue what you’re doing (even despite the customary hiccups while discovering any new place). In practice, the multi-lingual modules arm you with a concise skill set of user-friendly expressions and behavioral tips to repeatedly use throughout your journey. Carry on Language is about freedom of movement and capitalizing on the moment. Their services allow you to tap into the richness that each trip has in store for you. carryonlanguage.com

Artaissance™

Arrivals Lounge
Larson-Juhl has been designing, manufacturing and distributing fine custom frames of superior craftsmanship for over 100 years. A Berkshire Hathaway company with two dozen facilities across the United States and a presence in 15 other countries, this progressive moulding industry leader sought to carve out a more public persona as art advocate to established collectors. At the same time, Larson-Juhl wanted to educate and mentor a younger, content-driven generation of art enthusiasts who expect a technology component in every aspect of their lives. Regardless of target audience, each would be able to express — to exacting measure — his/her unique passions and pursuits through art.

The name needed to engage the existing affluent art buyer, as well as nurture a new set of art patrons: early technology adopters with an aesthetic eye, a discerning taste and an interest in co-authoring personal style. The client wanted to suggest a relationship with the art world without a highly coined name. It was to be up-market in tone but remain approachable and limitless in scope, despite explicit instructions regarding words and terms that would not be acceptable.

Departure Gate
A new movement is taking place! As in every great cultural rebirth, energy, stimulation and innovation are at the forefront. Artaissance involves you in a novel experience in how you purchase art and walks you through a creative process of self-discovery via that medium. Stylish and grown-up, you are every bit as authentic as your art. For timeless taste specified to customized dimensions...Artaissance. artaissance.com

Life is one big canvas.™

Arrivals Lounge
Coming off the originality of such a persuasively infused name, the tagline for Artaissance needed to keep things in check. The sophisticated corporate name evokes flawless execution and meaningful self-expression. The give and take of this inspiring new way of thinking or doing had to be in line with the broader currencies of personal statements.

Departure Gate
We balanced the upscale simplicity of Artaissance by reaching for an inspirational, anything-is-possible phrase. The tagline is as equally uplifting and inclusive as the company name, yet the tone has more of a layman’s feel to it. The opportunities for expression implied in this open-ended manifesto are unmatched. As a personal instrument of style, art is pure emotion at its visual best. [Since Artaissance’s launch, it appears there has been a significant shift in business and brand strategy to that of more common-market “art reproductions,” as evidenced by redirects to Art That Fits (artthatfits.com) and previously Art My Style (artmystyle.com), as well as other similar messaging.]

Longhouse Hospitality^SM

Arrivals Lounge
Sun Suites wished to create a master brand for its new corporate entity. The umbrella name needed to suggest the lines of work in which the individual organizations operated: real estate investment and extended-stay lodging in the budget accommodations category. Utilizing a descriptor to further the brand's message was acceptable, even though this strategy can render a "longer" solution. Because this brand would not appear on any consumer real estate per se, increased signage and other brand touchpoint implementation costs and considerations (usually inherent in a longer name, especially those with multi-unit branded environment needs), were not key drivers in the selection process.

Departure Gate
Longhouse Hospitality it is! Like its parent company, this name has great roots. Longhouse is a real word, meaning "a communal dwelling of the Iroquois and other Native Americans," typically 100 feet in length and much shorter in width, hence the name. This heritage addresses the desired criteria of an established-sounding personality. Taken individually, each component brilliantly resonates with the business: long is synonymous with extensive, extended and lengthy, speaking to the extended-stay sub-market, whereas house informs the customer in both noun-like (residence, enterprise and "home" connotations) and verb-like (to lodge or accommodate) fashion. The real strategic pride behind this new brand rests on its cultural strength and relativity. The Iroquois were a "traveling" culture, who visited others as part of their social customs as they went about "working" or providing for themselves. This dynamic is still alive as the primary customers of temporary accommodations are those who travel for work! Simple to construct, the longhouse was more than adequately comfortable, with certain spaces designated as common areas and others for private quarters. By a subconscious sound symbolism trick, the full name, Longhouse Hospitality, "sounds" shorter and flows faster than it first might appear. longhousehospitality.com

Mystery Client™

Arrivals Lounge
A Latin American client, whose name currently remains undisclosed, represents our first set of positioning projects in Spanish. Devign was privileged to assist the company in creating three proprietary names in a crowded fragrance market. While the collection targets the Hispanic immigrant population, each fragrance had to have its own personality. And each had to uniquely address the audience in its native language.

Departure Gate
Adventure, mystery and intensity characterize one scent. Think deep, dark and unexplored… a "testing your limits" masculinity. Another wafts classic elegance, reaching sophisticated notes and an aura of entitlement and luxury. A third, like its essence, hints at a youthful, spirited and down-to-earth lightness. This crisp, relaxed "fit" is zesty and easy going. Hold on! The names are still anyone's guess.

Zango®

Arrivals Lounge
This repeat client wanted their permission-based, search assistant application (formerly known as n-CASE) to a) more convincingly reflect the actual user experience and targeted online marketing services, and b) to better support communications and relationship management with its distribution partners. In initial repositioning efforts, the consumer-facing brand had to appeal to those who want "more of what s/he wants" vs. simply "more." It also had to be short, so as to live comfortably as a desktop icon.

Departure Gate
The new name for this opt-in tool is friendly, quick and fun. It simultaneously conveys trust and relevancy... honest, benefit-driven information the consumer indeed wants... in a non-preachy style. The name lends a feeling of control to the end-user, who downloads the latest in free software, games, screensavers and must-have utilities. In addition, it sets the right expectations and tone to improve and expand channel partnerships. Zango is flexible enough (even springy) to work across multiple applications, content, search requirements and cultures. zango.com (After a long, hearty run, Zango ceased operations around 2009.)

Terratex®

Arrivals Lounge
Interface Fabrics Group sought to refresh terratex.com, the flagship website of their eco-conscious interior fabrics. This industry leader needed to signal the evolving nature and progress of its journey to sustainability. The site's tone needed to appeal to younger, hipper professionals and regain the attention of architects and designers. Fine-tuning of the brand messaging of Terratex®-classified products and greater depth of content were also must-haves.

Departure Gate
Devign enriched the momentum of the Terratex story with body copy, navigation buttons and taglines to form a cohesive, rhythmic and ongoing dialogue with a broadened, youthful audience. The re-vamped site captures the essence of the Terratex® brand category: to diminish the footprint we leave on the planet. Terratex represents IFG's commitment to create minimal-impact, technically superior and aesthetically attractive fabrics. truetextiles.com

Northodox^SM

Arrivals Lounge
The proprietor of a small development and construction firm approached Devign to create a more polished brand presence. The owner wished to differentiate the organization from other family businesses in the same line of work and yet also, at least partially, retain surname heritage in the new name.

Departure Gate
The eponymous start steers you to the owner, whose last name is North. The play-on-words alludes to the work ethic and craftsmanship for which the company stands. Stemming from Greek orthos meaning upright, vertical, perpendicular and correct, and from Middle French meaning straight, right and true, the name suggests and the company delivers well-built structures using a straightforward approach. northodox.com