Sharefield’s Rebrand Was All in the Name
What’s in a name?
Well, for Sharefield, basically everything. A brand’s name is usually what breaks the ice. Whether it’s pragmatic and prescriptive like “Century Tires of Tempe,” or as simple, evocative and recognizable as Tesla, the name itself makes the first impression.
While naming a company might be one component of that company’s rebrand, it’s no afterthought…and if it’s a good one — clear, subtle and potent in the way it captures a brand’s story and identity—then a brand name can even stake out some highly coveted territory.
The memory of those who encounter it.
With all this in mind, we take naming seriously. We know that helping a client develop a brand new name is more than one fashion-savvy friend helping another pick out a new wardrobe. With a name new pending, a brand’s story, journey, and lasting impressions are all on the line.
So when QCS Insurance — a start-up company offering captive insurance, hoping to expand its reach — asked us to help them pick a new name, we prepared accordingly.
We knew that this one would be all hands on deck, a project requiring every tool that might help us capture the remarkable, novel qualities of a small, but growing insurance company with a winsome, stewardly approach to risk sharing.
A Nitty-Gritty Process
Finding a name took some back and forth.
While we followed our brand naming process, and dug around with the sounds and meanings of Greek and Latin root words, the board members of QCS racked their brains and offered up some of their own suggestions.
With the face of the brand identity and countless first impressions hanging in the balance, we examined the board's ideas:
- Four Peaks, (named for the surrounding Arizona mountains)
And having done our homework of searching long and hard for something noble, elegant, and commensurate to the stellar reputation of a groundbreaking insurance model, we countered with:
- Lucent (based on the Latin word for transparency)
- Captivus (a play on ‘captive’
- Captency (both ‘captive’ and ‘transparency’)
When the board heard our list of names, Sharefield caught their eye…and without too much hesitation, they decided to run with it.
Every pamphlet, mailer, and on every business card and website header…Sharefield.
It was the perfect blend of simplicity and catchiness while being virtually an untapped word (as far as Google was concerned). It was a made up word, but it didn't sound made up. Like it was a natural combo of two simple words that no one had tried before.
With a simple, pastoral-sounding elegance and a capturable, symmetrical two-syllable sound, they found what they were looking for all along…and with a clean, circular pinwheel logo, the elements of color, design, and verbal acuity came together for a stunning brand expression.
When someone at United Dairymen of Arizona, a close client of ours and a member of QCS, referred us, we leapt at the opportunity to guide a thriving insurance start-up through a partial rebrand. The Resound team kicked things off with a two-hour workshop. With the company being local, we drove over and met with the board to get cracking.
Right off the bat, QCS told us what they needed: a brand logo and color palette for marketing materials and (at that time), a potentially new website. But front and center, rather like the bold lettering tattooed across a ship’s prow, a brand new name.
We got right to work on colors and fonts, pulling shades of lavender, turquoise, amber, light gray, and midnight sky into geometric templates. Hexagons, honeycomb, a team huddle with everyone’s hand stacked in a central hub…we searched for the visual equivalents of community. Hand-crafted work. Stewardship. Teamwork and cooperation.