Project Details

  • Brand Discovery
  • Brand Facilitation
  • Company Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition


The Challenge: Develop a brand name that communicates guidance, intelligence and ease

When Dan Smith came to us, he had what we call a “naming toothache.” That’s the pulsating pain you feel if you’ve been trying to name your own company for days or weeks, with little or no success, all while trying to deal with the day-to-day business issues. And at that point, your staff, co-workers, and spouse, are all equally tired of the issue. So Dan did what every smart business owner should do…. hire someone to stop the pain.

Enter Tungsten Branding

The first thing we did was an analysis of just what Dan wanted from his brand identity. Turns out that he had a great service, one that not only provides you with a competitive mortgage, but also informs you if rates ever drop to the point where you would save money by refinancing. Instead of just making the sale and leaving, Dan’s company would continue to monitor rates and notify clients whenever it could save them money. That sounded like an illuminated idea!

The Solution: Employ a timeless, proven strategy that works

To communicate the essence of this intelligent service, along with its ability to guide and direct, we used a “positive connotation” naming strategy. Much like OnStar and TruGreen, these types of names are perennials, evergreens, names that never wear out or grow old. They have an innate positivity to them that continually shines. The end result was Bright Path, a mortgage company equipped to provide insight and direction into all your mortgage needs.

At first, we were able to secure, but we also noticed that was due to “drop” soon. With a little guidance, we were able to help Dan secure the exact matching .com domain name when it came available — for a fraction of the price tag of most good domain names.

In the end, Dan became a raving fan of our process, as evidenced by his glowing testimonial below.  We are often asked to explain/justify the value of branding, but after reading Dan’s email, we realized he did it for us. Thanks Dan!