Health Data Vision (HDV) is an Inc 5000 company that provides software to manage quality improvement, risk adjustment, and compliance initiatives for the healthcare industry. When HDV approached us, they knew a full re-brand was necessary to signify the big change from a service-based firm to a technology provider. Through the in-person brand strategy workshop the new brand’s why, how and what was being clearly defined in a single day. The product description gained clarity as ‘a hyper-connected platform,’ while the mission ‘to provide transparency, choice, and control within government-sponsored healthcare’ created a bigger purpose that is rooted in the newly derived brand DNA of ‘community.’ The reason of existence, or ‘the why’ of this Glendale-based brand, was summarized in one powerful statement: ‘To accelerate insight-based healthcare.’ The resulting brand summary empowered internal and external communications as Team Health Data Vision was getting ready for the brand re-launch, while it formed the strategic foundation for the next step in our brand work: Deriving a new name for the fast-growing brand.
Health Data Vision needed a name that signified their move away from service-based into a full-fledged technology company. A short name was sought, one that had the .com domain and trademark rights fully available. A name that communicates the brand’s mission while providing the starting off point to a greater brand story. Reveleer was derived from the word ‘revelation’ (the surprising and previously unknown fact), which speaks to the platform’s mission to accelerate insight-based healthcare: To reveal insights and to revel in steering the government-sponsored healthcare industry towards transparency, choice, and control. An easy to recall, easy to spell and easy to pronounce name that hit home for all team members, and today seems like it’s been there forever.
Having derived the name Reveleer, which talks to the brand’s offering, we now sought to focus on the Brand DNA of ‘community.’ The identity was inspired by the sociable weaverbirds who fully embody the idea of community: The birds are protectors, creators and natural architects who build the world’s largest compound community nests. This became a metaphor for the Reveleer platform and its communal drive. The three birds represent the brand’s three core values: 1) think customer first, 2) make every moment matter and 3) foster community, while also signifying the connectivity (and, again, community) aspect of Reveleer. A lowercase font was chosen to represent the friendly personality of the brand, however, still coming off as a strong leader with the bold-colored icon choice. An italic typeface and forwards moving icon were designed to mimic the notion of acceleration behind Reveleer.
I found it impressive that such great work could be done in the timeframe that we conducted it.
– Jay Ackerman
A global leader in English language education for almost 80 years, Kaplan International was founded on best practices for English language programs. Kaplan International reached out for outside brand strategy assistance for its first B2B product: a revolutionary, cloud-based, adaptive English language assessment system that delivers instant proficiency evaluations with best-in-class accuracy, efficiency, and accessibility. Through our proprietary brand strategy workshop, which was held in a single day in Santa Barbara, we created product focus and language clarity which enabled the KITE team to swiftly move towards launch. After the brand strategy was defined, FINIEN created a meaningful name, lasting brand identity design and brand language for various channels.
The FINIEN team derived the name KITE to signify the enabling element of learning a new language, which allows students’ careers to take flight and to aim higher in life. ‘Aim Higher’ quickly turned into the tagline and key talking point. The name KITE, which is universally easy to spell and pronounce, is further an acronym of ‘Kaplan International Tools for English,’ relating the sub-brand back to the renowned institution and enabling the startup spin-off to communicate easier within a B2B environment.
The iconic brand identity design for KITE implies the shape of a flying kite and its enabling nature, while also hinting at disrupting the traditional learning method of the printed page. The logo is breaking out of the box, which is a brand story true to the mission of the brand itself, but also relatable to the student who will use her new language skills to break out of her current life situation. An icon simplistic enough to work in an app environment, yet distinct enough to become…iconic. The dark blue color and the iconic letter ‘K’ are part of the Kaplan International brand, adding to the brand parent/child relationship signified through this playful identity design.
Working with FINIEN was a wonderful experience. I loved the approach they took to helping us define our brand identity and pick our name and logo. We have been operating with our name and brand for a while now and it’s become even clearer to me that we made the right choice. Not only has the name and identity helped us position the product, but I feel like it’s really become a part of who we are and is a really integral part of our team culture.
– Danielle Chircop
Product Director at Kaplan International English
Fashion house Bordeaux approached us for the market introduction of a chic women’s activewear line that would bridge and combine great fashion details and styling with high-tech performance. Plans to develop strategic partnerships with high-end fitness venues and luxury resorts & spas were part of the positioning foundation. This meant FINIEN’s brand strategy needed to intrinsically appeal to both its female consumers and potential sales partners while differentiating from a rapidly growing industry. Inclusion was top of our findings; the creation of a brand that is highly targeted, yet fits into the activities from wake to sleep. That might involve yoga, but this brand was not to force a lifestyle upon its tribe. The brand stands for kicking serious butt nonetheless, but in the sport called life (amongst the other fitness activities she is doing). A badass brand that is motherly and kind. A big undertaking that was derived in our strategy phase and turned into a reality through the subsequent phases.
Vimmia combines the latin-derived word ‘vim’ (“life force”) with ‘mia’ (spanish for ‘mine’) to empower the active women with a name that is easy to say, remember and automatically comes with the vim and vigor this activewear brand and its tribe stand for. We also set out to name the activewear line’s proprietary high-tech luxe fabric, which we coined Movvu, implying the obvious ideas of movement and ‘you.’
Vimmia’s identity design was crafted for flexible use (excuse the pun) and immediate recognition. A strong orange-infused red circle brings vibrancy to the mark of this activewear line, while also working well in reflectors on the garments. A horizontal logotype treatment adds to the brand’s versatility and embodies the same symmetric concept as the mark and the design of the actual clothing line. Walking the fine line of appealing to the younger target while being still approachable and aspirational to the older target demographic, the Vimmia brand identity hit the mark right off the bat.
Two years after the birth of the Vimmia brand, we got involved in the creation of the next-level Vimmia garment line. As a brand advisor, Principal of FINIEN, Fabian Geyrhalter, worked with the team at Bordeaux to derive the name VIMMIA X and to assist the team in the creative supervision of the VIMMIA X brand identity design. The VIMMIA X logo adds an element of additional achievement, of outside-the-box quality, and allures to superior health and technological benefits, while fitting within the greater Vimmia brand atmosphere. Through its simplicity it enables VIMMIA X to make a powerful statement (on the garment itself and beyond) that does not pigeonhole the brand extension as it may grow into other superior aspects of fabric and garment design, something that is key to any new product (or startup) introduction.
Every asset FINIEN created was intrinsic to culminating the brand experience we sought to emotionally resonate with women looking for a line of clothing to complement their active, healthy, and stylish lifestyles.
– Kim Harlan
Sales + Marketing Manager
We were engaged by Jukin Media for a fast-paced rebranding initiative of a startup in high-growth mode. We started by dissecting a multi-layered business model in order to identify the unique solutions that the brand represented to each of its three key audiences: video creators, brands/media partners, and the viewing public. Brand personalities were developed and emotional connections with their tribes were uncovered as we set out on the branding of multiple sub-brands as well as the umbrella brand identity.
The Jukin brand identity design tells the story of the relationship between Jukin Media and its content creators; a select few are being brought into the spotlight, and those lucky ones see tremendous and immediate growth. Telling this story in a unique and powerful visual manner, we brought the immediacy of viral growth up front and center with a logo that leaves a lasting impression.
After the successful re-branding initiative, FINIEN was brought on to create brand identity designs for Jukin’s portfolio of sub-brands, or channels. Jukin Video is the leading viral video community channel dedicated to showcasing the hottest UGC videos from across the web. Keeping the audience in mind while continuing the strong visual language, we derived an identity that is as playful as it is recognizable. Scalability was key to the successful re-design, given that the logo would live mainly in the tiniest of icon-formats within the social media landscape – while it still had to remain impactful large-scale. With the camera symbol serving as a scalable icon, the typography was treated with a bit of roughness around its edges to support impact large-scale while identifying with the homemade quality of the content Jukin Video provides.
Another sub-brand within Jukin’s array of YouTube properties, Poke My Heart is a channel displaying a range of heartfelt video content, from marriage proposals to kids seeing rain for the first time. Poke My Heart is clearly a destination that makes grown men cry, while women formed the majority of viewers. The in-your-face concept ‘makes everyone’s hearts smile,’ while the identity design was directed to fall into the brand family and adhere to the scalability and vitality of its uses.
People Are Awesome is the flagship brand of Jukin. The engagement numbers are staggering. With 4,769,798,500 total views and 36,733,964 subscribers/likes as of July 2018, the re-design had to be carefully orchestrated to ensure brand recognition, take advantage of the brand icon’s legacy while pushing the logo and visual language into its next chapter. FINIEN cleaned up the logo, created visual clarity and focused on readability and impact for true awesomeness.
Delivered beyond my expectations!
– Jonathan Skogmo
Chief Executive Officer
Elevise is a pre-launch startup in the business insurance space. Through our proprietary brand strategy workshop, we identified the friendly characteristics of a disruptive brand. We discovered the key differentiator being approachability and hands-on, as well as 24/7 advice provided to the brand’s multiple audiences. The name and brand identity was to speak to these core findings while enhancing the positioning. [As a pre-launch startup we are restricted in the strategy information we are able to currently share]
We combined key words that will define the brand, while crafting a story to its audience: A wise brand that will advise its customers in order to elevate not only their job, their life, but the industry as a whole. We ensured domain name and key social handle availability while clearing the trademark. A disruptive company deserved a name that could do all that while allowing for a brand character and provoking an action; an action derived from a coined term. Not a bad way to start up.
Weaponed with a solid brand strategy and distinct name, the Elevise identity was crafted to represent the company’s personality of a friend and joker. The smile represents the triumph and delight Elevise will bring to its users and customers. The first and last letters (‘e’) of the word ‘elevise’ face each other to impersonate a conversation between both parties. The distinct color purple was chosen for its symbolism of wisdom, independence and ambition. The freestanding ‘ele’ character enables the brand identity design to quickly turn into an icon that is as lovable as it is scalable. For a brand that was defined to be friendly and approachable in an otherwise cold (and old) business landscape, ‘ele’ is the preview of what the Elevisers (as the friendly team out on the field has been dubbed) will provide. Convinced of the company, and swayed by the brand, FINIEN’s Principal Fabian Geyrhalter jumped on board as a founding member.
From our initial meeting through the presentations, the FINIEN team’s carefully considered solutions to the myriad issues we face as a startup venture have been invaluable. We look upon them as both a solid contributor and proactive member of our senior management team and are looking forward to forging a long-term relationship with them.
– Richard Wise