1. Naming Discovery
First, we conduct an in-depth evaluation of your current name’s equity, staff roundtables, and possible external research. Next, we define the objectives, challenges, and goals to create clear and measurable naming criteria and consensus with the board and management.

2. Naming Creation & Securing
We craft names that align with the criteria while also exploring a range of approaches. You need an experienced partner at this stage to perform trademark research, present the names, and to make sure that the path to securing your new name goes smoothly.

3. Member Retention
Change is always a concern, and it can be unsettling for some. It is critical to develop a risk assessment and create a communication plan.

4. Brand Expression & Standards
With the new name, our highly creative and award-winning design team will develop a new logo. A Graphic Standards Manual is developed to ensure the integrity is maintained and pertinent information is available to everyone.

5. New Name Education & Launch
Internally, everyone needs to be on the same page, prepared and supportive for the introduction of the new name. Externally, the questions need to be answered before they are even asked. With our vast experience we will customize a communication plan and key education materials to ensure a smooth and synergizing launch.