Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

The Challenge: Transform a “sic” company name into a riveting brand

Having an acronym for a company name is one thing, but having a sickly sounding one is even worse. What the name SIC Consulting originally meant was lost on most new or potential customers. These acronym-based business names are typically distillations from long descriptive names that don’t fit well on business cards and require excessive typing as domain names. Their truncated versions though, compete with every other company worldwide with the same initials. And some of these initials can suddenly acquire unwanted associations (ISIS anyone?) So when Eric Middleton and Charlie Clavelli grew ill from explaining SICconsulting.net, they turned to Tungsten for some bright ideas.

The Solution: Create a company brand name that pivots around the business’s strengths

The best way to name a company is to center the brand identity around the business’s core competencies. These qualities seldom change - companies that innovate tend to keep innovating. Ones that are service centric tend to remain high touch in all they do. In this case, Eric and his team were all about bringing all the pieces together, solving the problems --- from strategic business consulting to program management and talent acquisition. As a metaphor, Tungsten devised the name 1Rivet, to symbolize the power of pivotal solutions. Only six characters in length, 1Rivet makes a statement about strength, leadership and responsiveness.

If you’re looking for a company brand name that keeps you centered, look to the bright minds at Tungsten!

Check out their website: www.1rivet.com