MultiAdaptor

A closer look at our new story-driven brand name for Jacquard — part of our end-to-end rebrand of the global technology business.   

The challenge
Jacquard began life in 2015 as Phrasee, a pioneer in natural language generation. But the old name felt more like a small startup, didn’t reflect its high performing technology or enterprise focus, and was limited in scope.

The approach 
We defined two main factors to guide our approach: an immediate feeling and depth of meaning. In other words, a name with a relevant and interesting story, that also just sounds great and conveys the new brand personality. 

The process
Two key starting points were used to structure initial name generation: the brand idea, ‘Resonate Everywhere’, and what the company does: enterprise tooling to automate brand messaging at massive scale. 

Deep research and conceptual thinking drove an expansive explore that resulted in hundreds of invented and real word names. And rigorous validation process tested a shortlist of favourites for legal viability and website domain availability.

The outcome 
The new name represents a story of craft at scale. Inspired by the revolutionary Jacquard loom that automated complex, labour-intensive textile production, and laid the groundwork for the first computers.

It’s a sophisticated, premium, high-tech-sounding name, with a powerful analogy. A relevant and interesting story, that also sounds great and conveys the what, why and how of the brand.

See the full rebrand case study on our website. Link in bio.

An altogether Briter identity

The Briter Way comes to life across the brand toolkit. Suggestive of a beacon of light, an asterisk is the brand’s key graphic motif. It provides helpful detail, or symbolises a point of activation across the identity. An optimistic, witty brand voice riffs off the name to create ownable messaging.