Project Details

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

Create a brand name for a bank's new mortgage division

When Private Bank out of Buckhead, Georgia approached us for a name for their mortgage business, they knew it couldn't just be Private Mortgage (it would sound generic as well as misleading... as a bank, they don't do "private" mortgages.) So the challenge was to create a name that fit with the parent company, while providing a sense of distinction and memorability. With the name PrivatePlus, they were able to speak to the "added value" they brought to the mortgage experience. The name also provided the added appeal of the alliteration of the "P"s (as in PayPal, CocaCola, BestBuy, etc.) As a fit-to-concept, PrivatePlus added up all the way around.