Project Details

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

Create a financial services brand name that scores big with professional athletes

We used a "positive connotation" naming strategy to hit a branding home run.

When Geier Financial came to Tungsten, they were looking to create a branded financial services division that hit home with their base of major league athletes. Their legacy surname was well known in the industry, but did little to enlighten prospective new clients about their successful strategies and methodologies.

When faced with these type of naming challenges, we often look to evergreen, or positive connotation names, to evoke the essence of the brand message. In this case that message was focused on proven, competitive results for their client base. So Tungsten went back to the lab and created a list of associated sports terms that would underscore the company's great track record. By mixing and matches these combinations, in a natural and intuitive manner, we were able to produce a number of strong contenders. In the end, the name Winpoint, a combination of success on the field, and the points on the board, was the clear "winner."