A Name & Look Worthy of a Global Tech Company

Today, Siprocal is a global first-party data company. Previously, it was DigitalReef—a full-suite advertising technology platform and mobile marketing company. As they grew, the name DigitalReef no longer conveyed the highly diverse market of services it offered. So they looked to Bozell for a name and brand that would work across multiple platforms – from ConnectedTV to gaming (two incredibly saturated industries).

Insights

We started by doing our due diligence through discovery and secondary research, interviewing DigitalReef stakeholders and auditing the current landscape to ensure our final recommendation was one that stood out, rather than blend in.

Moving into the naming and rebranding process, it was also imperative that the new parent brand was not only ownable, but also flexible to scale for future growth. Plus, it needed to resonate in South America as much as North America.

Execution

We brainstormed dozens of name ideas and began to analyze each of them, asking: does it introduce our client as the new and innovative offering they are; does it allow them to create their own space in the world of first-party data; does it convey that they put brands in front of customers, at the right place, at the right time? Then we brainstormed more names. And repeated the process.

From there, we put those names to the test, running them through initial trademark searches and analyzing ownership within the industry and beyond.

After weeks of work, in partnership with our client and their board of investors, we had a name and approach that would help them achieve their business objectives. It would speak to their current B2B audience but could be consumer-facing in the future. It was a name that conveyed them as a company that drives intelligence, transparency and data. A name that they could own. Sirpocal. Derived from the word “reciprocal,” it nodded to the mutual correspondence between a customer and a brand, and it also delivered uniqueness and ownability.

With the name identified, we designed a logo and established a color palette that fit the personality identified during stakeholder interviews and was bright and bold within the competitive landscape.

Once the brand was solidified, we developed an entire brand package, including brand guidelines, merchandise, value propositions, and a temporary landing page that served as a placeholder while the website was being developed. We worked with Siprocal’s marketing team on various creative assets, as well, which included animated videos (completed in-house by Bozell), social media posts, sales sheets, PPT templates, white papers and blog posts, and much more.

Results

The name and brand were welcomed with excitement by the entire board of investors, as well as key leaders at the company. Our efforts have already begun to see results through increased awareness and engagement. And we continue to work with Siprocal as an extension of their marketing team through a creative membership