An often daunting mix of creative, phonetic, cultural and legal challenges, effective naming requires more than just copywriting. It requires analysis of names already owned, competitive names, and brand nomenclature systems. It requires creating with words, word parts, and languages other than English. It requires verification and tests for market presence of the recommended names. Source/Inc. offers the detailed processes needed to evoke brand meaning through language.
GARDENEER
ARCHETYPES
ARTISAN
MEMBER'S MARK
Black & DeckerARCHETYPES®
DEFINING TRADITIONAL STYLE FOR AN UNTRADITIONAL NEW CONSUMER.
With the advent of McMansions and rampant "blender design" sensibilities, Black & Decker sought to develop a new brand committed to offering a line of architecturally-inspired products to the upscale market.
To anchor this new brand, for which Source/Inc. also handled brand strategy and visual identity, the Archetypes name was developed from extensive explorations and supported by market research.
Complemented by the Source-developed brandline 'The Spirit of Place', this real word assumes new associative strength in the context of architectural style, embodying one-of-a-kind classic design.
(ARCHETYPES IS A REGISTERED TRADEMARK OF THE BLACK & DECKER CORPORATION)