As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories. We’ve picked some of our very favorites below, but this is just the tip of the iceberg. If you don’t see something you're looking for here, please contact us and let us know. We’ve got a lot more where these came from.
Looking for our healthcare work? Check out those case studies here.
Engaged by Charlotte’s Chemical Dependency Center (CDC), Addison Whitney was chosen to develop a new corporate identity that better reflected its mission and removed any negative associations community members may have had with the existing name.
We created the name Anuvia. The name presents the idea of wellness and recovery in a positive light and effectively removes the harsh tones and negative connotations of substance abuse and dependency. Phonetically, “Anu” is identical to “anew,” suggesting renewal. “Via” suggests life and, in combination with “Anu,” conveys the idea of a new life or a new journey to wellness.
We also created a new visual identity – an Anuvia logo that reflects the attributes of new life, growth and community. The image of the tree and branches represents a support system. The tree is also the embodiment of joy coupled with victory over addiction. The color green was also chosen to convey life and renewal. The new corporate identity repositioned Anuvia as a center focused on positive, life-changing recovery and prevention.
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Cadillac approached Addison Whitney to create the brand name for their new sport utility vehicle. A market characterized by a proliferation of rugged sport utility vehicles and the recent introduction of “luxury trucks” by Lincoln and Mercedes forced Cadillac to take a different approach. Instead of trying to stand out in a crowded industry, Cadillac decided to redefine the market with its first sport luxury vehicle.
We developed the name Escalade, which is defined as the act of climbing up and over (a wall or fortified place). This new name communicates the ability to escape and the skill to scale or climb a mountain while incorporating the luxury associated with Cadillac.
“Escalade is the right name for a vehicle that will reach a new level of prestige in the full-size sport utility segment,” said Dave Nottoli, brand manager for Escalade. “Escalade will help Cadillac offer a broader portfolio of products to luxury consumers who are also considering sport utility vehicles when renewing their leases or making their next purchase.”
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Addison Whitney’s ongoing relationship with Carnival Cruise Lines is a testament to our client-first mentality. We’ve supported the cruise line with projects ranging from bar and restaurant identities to social and recreational brands. These branded experiences can be found on several Carnival ships.
RedFrog Pub and ThirstyFrog Red Lager
Our verbal team named a Carnival restaurant RedFrog Pub to evoke a fun, island feel. Our visual team then created logos for both RedFrog Pub and ThirstyFrog Red Lager, the restaurant’s private label beer. To ensure a consistent look and feel throughout the venue, we also designed the restaurant’s menus.
Not only did we create the exciting name FunHub for Carnival’s exclusive state-of-the-art shipboard intranet portal, we also designed its colorful logo. Both were incorporated into the website, netbook rentals and various other collateral materials.
Our verbal team also created the name SportSquare for the energetic, physical and social area of the ship. Our designers created a bright, vivid logo to bring the name to life and reflect the positive atmosphere of the area. Carnival subsequently asked us to brand the elements within the recreational area, resulting in the name and logo for Sky Course and the logo for Sky Fitness.
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Addison Whitney has worked with CATO on two separate projects across three of our teams.
It’s Fashion Metro
CATO asked us to develop a name and logo for an expansion on the It’s Fashion! store concept. We sought to create a brand identity that reflected activity with a fashionable flare. CATO chose the name It’s Fashion Metro. The name and logo validation research we conducted determined that It’s Fashion Metro clearly communicated trendy, urban style.
CATO also wanted to build a better version of a boutique superstore that offered women’s accessories, jewelry, handbags and footwear. They engaged us to create an exciting, new retail brand that could communicate the main brand attributes, speak to the target audience and encompass the new concept’s evolving positioning.
We conducted an in-depth review of the current market environment and competitive visual landscape. This allowed our teams to discuss and present potential directions for the strategic brand development decisions.
The name Versona was selected by the CATO team because it was timeless and elegant, while maintaining the fun approachability that was important to the target audience. The new logo resembles a pendant, one that could be easily incorporated into the merchandise. Finally, we helped to ensure the brand was properly implemented by developing clear brand guidelines.
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Since its founding in 1919, CSA has evolved into an organization valued for its technical expertise and distinct safety and certification service solutions. For years, CSA was acquiring organizations around the globe to help expand its footprint, but it lacked a singular strategy to assimilate acquired brands into its portfolio. As the organization grew, so did the need to refine its message and appearance to its wide array of audiences to differentiate its brand from the strong competition.
CSA wanted to evolve its brand strategy, including brand architecture strategy and positioning, as well as its identity while still retaining the distinct spirit of the organization and its passionate employees.
Addison Whitney began an extensive process to uncover insight from current and potential customers in order to refine CSA’s brand architecture, develop positioning, and redesign its logo and marketing materials. Internal and external analysis helped build a foundation, which included a core message and the strategy behind the organization of CSA’s brand portfolio. Once distinct brands were brought together under a master brand strategy to help CSA build equity in one primary brand, the creative team brought the brand to life. A new logo design created a mark that embodied traits critical to the new positioning and new marketing materials created a consistent look and feel.
Through the new positioning and strategy, CSA was able to unite the global organization under one core message and a consistent identity.
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Addison Whitney has had the privilege of an ongoing relationship with Darden Restaurants, owner of the Olive Garden Italian Restaurant and Bahama Breeze chains.
The Olive Garden project presented the challenge of updating its corporate image to be reflective of its new positioning as an authentic, rustic, family-oriented restaurant. Consumer research revealed that the current corporate identity projected an outdated feel. To overcome this challenge, we leveraged the Olive Garden name equity and created more sophisticated script lettering in a modern font.
Several icons to complement the new Olive Garden look were tested; however, the warm feel and vibrant colors of the grapes were a consistent favorite. The distinctive grape icon was implemented on signage, menus, placemats, take-out items and promotional materials, and it serves as a memorable, stand-alone symbol for the restaurant chain.
We also developed and implemented a corporate standards program for Olive Garden.
Our work with Bahama Breeze was a little different. Because the restaurant experienced extraordinary growth and success in such a short time, inconsistencies arose in its corporate identity.
We evaluated the corporate visual brand identity, including the logo, color, image, interior decor and collateral usage in order to appropriately recommend strategic options for a visual brand consolidation. We recommended a logo evolution to provide the opportunity to establish a stronger corporate identity portfolio while still maintaining the positive aspects of the logo. We also established the graphic standards content for the Bahama Breeze Brand Visualization Guide.
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ExxonMobil Chemical (EMC) makes a high-performance resin, originally branded as Exceed. When EMC learned that its customers in China referred to its product by its technical name due to pronunciation issues, EMC felt the power of the brand name was being neutralized. EMC was adding a new resin to its Exceed portfolio and saw this as an opportunity to not only brand the new product, but also to find an appropriate name for the existing Exceed brand in Chinese markets.
EMC approached Addison Whitney to help develop a global brand for both the new product and the Exceed brand. We needed to transfer positive equities back on the EMC and ExxonMobil corporate brands, and ensure that the PE business offer aligned with and reinforced the corporate positioning.
We created a customized process to meet EMC’s international needs, and assembled a team of seven expert linguists in marketing, advertising and chemical engineering to perform creative work and analysis. After exploring language and symbols commonly used within the industry, we developed a strategy to determine which options to move forward with for creative exploration.
Once we took the EMC global product team through the name development process, a new brand emerged, Enable. The new name spoke to the primary product attributes of enabling higher productivity and better film performance properties. The new name also reinforced the link back to Exceed and ExxonMobil by maintaining the letter “E.”
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- Food & Beverage
Addison Whitney has a long legacy of consumer product naming; these projects reflect some of our food and beverage industry experience.
Chocolate lovers unite! We have worked with Hershey’s on several occasions, and two great examples are Hershey’s Kissables and Elegancita candies. The Hershey’s Kissables name was recommended to leverage the brand equity already established in Hershey’s Kisses and to convey a fun, new twist on the original candy.
For another project, Hershey created a candy bar with cajeta, a traditional Mexican candy similar to dulce de leche, and they wanted a name that would appeal to Spanish-speaking and Hispanic English-speaking customers. Elegancita roughly means, “little elegant ones,” which is appropriately descriptive of the new candy bar’s appearance.
Seen Campbell’s Soup at Hand at your local grocery store? We named that, too. Our team recommended the name to highlight the functional benefits of the new product while creating a truly unique identity relative to both its competitive set and the other established Campbell’s brands.
Hungry for dessert? We developed General Mills’ Warm Delights brand to not only describe the convenience of the dessert, but also its emotional benefits. Oftentimes, desserts are used as an escape from strain and anxiety and Warm Delights provides a convenient and indulgent escape.
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Addison Whitney has worked with Goodyear on a number of projects, including the brand development of three tire lines.
We were hired to develop and validate a brand name for Goodyear’s new performance tire line that would stand alone and not be directly associated with Goodyear in the eyes of the consumer. We created the name Fierce, suggesting competitiveness, intensity and power. Name validation was a key component in the brand development process, ensuring that Fierce would be an appropriate name in a variety of language markets.
Next, we developed a brand name for Goodyear’s new premium on-/off-road tire for its Wrangler truck and Fortera SUV lines. The objective was to create a name that spoke to the product’s ability to deliver great traction and ruggedness while providing a smooth, quiet ride. To communicate the desired positioning we developed the name SilentArmor.
For the third project, Goodyear wanted a brand name for its new family of passenger tires for mid-priced and luxury vehicles. The new name needed to fit with Goodyear’s leadership and innovation legacy while representing the company’s very best tire offering. We created the name Assurance to communicate safety, reliability and protection. Research found that Assurance scored high marks for conveying the functional and emotional benefits that drivers look for in tires, and consumers equated the word assurance with dependability, confidence and trust.
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Administaff, Inc. pioneered the professional employer organization (PEO) industry in the United States. The PEO industry provides comprehensive human resources services to small- and medium-sized businesses.
As Administaff moved into new customer markets and acquired new businesses, it needed an updated positioning strategy. Administaff engaged Addison Whitney to evaluate its existing corporate brand positioning, architecture and messaging strategies.
First, we performed an extensive analysis of the Administaff brand. Then, we conducted an analysis of audiences through qualitative and quantitative research.
Research indicated a need to create a new corporate identity. The name Insperity was created by our verbal branding team and brought to life by our designers through a new logo, identity system and brand standards. We also developed a brand architecture strategy that leveraged the Insperity corporate brand and aligned its other brands to clearly communicate the breadth of the portfolio.
Corporate brand positioning was developed to reflect Insperity’s growing portfolio, to address its changing audience groups, and to position the brand for future success. We also developed a strategic implementation plan with the Insperity team.
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Addison Whitney's long-standing relationship with Microsoft dates back to the early 1990s, when Microsoft first partnered with us to name its groundbreaking desktop information management software, Outlook. More than 20 years and 125 projects later, we have fostered a strong branding partnership with Microsoft and have had the opportunity to collaborate with many different Microsoft groups, including the Lync, MPN and Windows Embedded teams.
Our work with Microsoft spans diverse business units and target audiences, from professionals and gamers to consumers and students. Our work together also includes a wide range of branding situations, including name development, brand extensions, brand architecture development, tagline development, brand strategy, logo and package design and brand standards development.
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Addison Whitney has been a key naming and strategy resource to Motorola for years. We fully understand that some of our clients have unique branding needs and processes to follow of their own, which is why we know the importance of having flexibility. Through a customized process, we've continually delivered dynamic and creative results to Motorola for brand name development, brand architecture development, and nomenclature strategies.
Highlights from our work with Motorola include the Roadster, Finiti and Oasis Bluetooth devices.
This Bluetooth mobile device is used as a car speakerphone and promotes a safer, hands-free way to talk. We created the name Roadster for the new device. The name evokes images of a road-ready device that forms a seamless connection with any car.
Motorola created a Bluetooth headset that would provide superior audible performance in the most extreme conditions. The name Finiti was inspired by the limitless potential of the headset and instantly branded the new device as extremely versatile.
The name for the last Bluetooth model needed to communicate a number of characteristics: comfort, clarity and the ability to multitask. We chose the name Oasis to represent an ideal device that would meet even a casual user's communication needs.
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NCR Corporation is a global technology company with self-service solutions for ATM machines and software, POS systems and software and airline check-in systems. Upon acquiring Radiant Systems – a leader in the hospitality, petroleum, convenience and specialty retail industries – and its sub-brands, NCR needed to apply its global master brand strategy to its newly acquired brands and integrate them into its portfolio.
Radiant team members were initially hesitant about the changes but, through extensive brand audits and internal interviews with the NCR and Radiant teams, all involved began to realize the value of the NCR brand. Following the initial research, a global quantitative study was done to evaluate NCR and Radiant brands versus competitive brands in key audience segments.
With the research fully behind us, we created brand architecture recommendations that involved the migration of many of Radiant's brands to NCR. Some brands remained, but with an NCR endorsement.
Thanks to the market research and key strategic insight, executives quickly championed the recommended strategy and supported the accelerated transition timetable as well as the customer communication plan.
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When Addison Whitney began to work with Parker Hannifin, it was one of the world's leading providers of motion and control technologies and systems. But Parker lacked a clearly defined corporate brand positioning. This, along with the fact that Parker had no corporate-level brand architecture strategy, negatively impacted its successes because there was nothing tying together its decentralized businesses or complementing its business strategy.
Following a number of acquisitions, Parker needed help developing a clear brand strategy, as well as a consistent visual look and feel that unified the growing company.
Through a competitive audit, global customer research, and internal interviews, interesting competitive gaps were uncovered. It became clear that leveraging these gaps would strongly position Parker for the long run. The research also provided insight into current brand integration practices that would aid in our brand architecture recommendations.
With research guiding our vision, we developed corporate brand positioning and a new tagline, created an architecture strategy that focused on building Parker as the master brand (while maintaining select sub-brands with strong equity), and built a comprehensive global visual identity standards program to drive compliance and consistency worldwide.
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Pilgrim's Pride Corporation is a Fortune 500 company and one of the largest chicken producers in the United States and Mexico. Even though the company has a long tradition of producing healthy, high-quality food products, there was a disconnect between the visual identity and the company's goal to redefine its retail brand to be more consumer-focused.
Before work on the visual side could begin, our brand strategy team took the lead and initiated an external assessment of the Pilgrim's Pride perceptions relative to competitors. We surveyed consumers to identify which factors were important to them when purchasing chicken and how well Pilgrim's Pride delivered on those attributes. These findings drove the brand strategy and positioning development and laid the foundation for the visual components of the project.
The Pilgrim's Pride brand received a complete visual overhaul that included: a new corporate logo, a logo exclusive to packaging applications, a new corporate stationary system, and an updated brand packaging design. To ensure the visual identity direction resonated with Pilgrim's Pride's target audiences, a validation study was done for both the logo and package designs following development.
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ProBiotix, a long-standing provider of all-natural probiotic supplements, added new product lines featuring chocolate bars and novelty ice cream bars and needed help developing new visual identities and packaging. The new visuals needed to replace the previous cluttered and confusing landscape with ones that best engaged the customer and easily communicated and prioritized multiple messages.
To strongly stand out against competitors in the grocery store aisles, we implemented a modern, fresh design featuring multicolored bubbles on all Active D'Lites packaging, articulating whimsy and enjoyment. A strategic decision was also applied throughout the portfolio, introducing color as a differentiator between flavors so consumers could easily identify what they were looking for.
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- Procter & Gamble
Addison Whitney has been a naming and strategy resource for Procter & Gamble (P&G) for more than 15 years, and we've built a strong relationship with multiple divisions within the organization.
We have worked on for a number of P&G's most iconic brands, and here's a snapshot of a few of the brands we've created.
Oral-B, owned by P&G, developed a product that brought new technology to the power brushing category. The primary objective of its new technology was to significantly broaden the appeal of power brushing among current manual brush users. Oral-B sought a naming strategy for this new technology that was intuitive and ownable.
Using information discussed in a creative strategy workshop, we developed the name Deep Sweep. The new name captured what deep cleaning users would get from the new product and spoke not only to the benefit, but also to the method of the action as well.
For older children, bedwetting can be an emotional and uncomfortable situation, which is why P&G developed a new line of absorbent disposable underwear for children aged 5 to 12 years. The new product looks and fits like ordinary underwear, but provides the protection a child might need at home or during a sleepover. It was very important that the new product's name communicate discretion so that children would feel included and normal.
The name UnderJams was developed to convey both function and inclusion. "Under" suggests discretion and is descriptive of the underwear-like fit. "Jams" sounds exciting and captures the personality of the target audience.
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When Sonoco acquired Tegrant Corporation, it created a leading multi-material protective packaging business unit within one of the largest diversified global packaging companies in the world. While Sonoco had a small protective packaging presence, it was not as well known as Tegrant and its three primary business units – Protexic, ThermoSafe and Alloyd – all leading brands in their individual spaces.
Following the Tegrant acquisition, Sonoco sought to create a new brand architecture that would integrate Tegrant's three businesses into Sonoco's primarily master branded strategy in a way that would effectively communicate the brands and product offerings while minimizing any loss to brand equity and sales. In addition, it was important that the new structure help tell the Sonoco protective packaging story to existing and potential customers.
Addison Whitney conducted a number of internal interviews with leaders of both organizations as well as brand owners, and multiple workshops in order to gain a comprehensive understanding of overall business and marketing strategies as they relate to the current and potential brand architecture strategies.
Based on the research, we recommended Sonoco change the name of its protective packaging division to Sonoco Protective Solutions to better communicate the division's broad offerings. We also recommended the Alloyd and ThermoSafe brands be maintained in the short term in order to introduce the Sonoco name alongside the existing brands to key audiences; in the long-term, the brands would be transitioned to Sonoco product brand names.
Leveraging the Sonoco brand as soon as possible was important as it signaled strength, stability, and more global capabilities to the target audience. Additionally, it helps internal audiences more quickly adopt the new brand identity.
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UPS approached Addison Whitney on three separate occasions to develop brand names for products, with the projects focused around products related to high-value jewelry shipping, chain of custody services and claims management service offerings. For each project, Addison Whitney’s verbal team led the UPS team through several list generations for names that correctly and creatively branded the new product, including an initial creative strategy workshop.
Each naming list version was extensively researched by Addison Whitney to ensure that all potential name candidates fit within their individual brand’s characteristics, while also passing all legal and regulatory standards. The names were pre-screened by the Addison Whitney team, and were indicated as top choices during list review calls and internal name rating exercises.
The three names chosen for the products were “UPS Premium Care,” “UPS Jeweler’s Elite Program” and “UPS Precision Claim.” These three names were chosen as they best represented the specific and important brand characteristics of their individual products. The unique aspects of each brand were highlighted within the names, and also fit within the UPS brand portfolio.
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- Varolii Corporation
PAR3 Communications began as a software company that built and hosted automated communication solutions for businesses. But, as various technology improvements were made and new product offerings became available, the PAR3 name was failing to describe all that the company had to offer. PAR3 needed Addison Whitney to conduct a brand equity assessment to evaluate the internal and external perceptions of the existing name, and draw out what positive connotations were connected to the PAR3 brand that could be retained.
The PAR3 name hindered the company's ability to introduce new products beyond its initial offering, and we recommended a more versatile name be developed. Through strategic and creative branding exercises and interviews with leading personnel at PAR3 and industry analysts, a new brand was identified.
The new corporate identity became Varolii Corporation. The word Varolii was derived from the word "pons Varolii," the neutral pathway in the brain that unites intelligence and learning with the ability to communicate effectively. Once the name was decided on, our team developed the logo and corporate identity.
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In order to appeal to a broader salty snack audience, Wise Foods, the maker of a wide variety of snacks and a strong family heritage brand, collaborated with Addison Whitney to develop a new tagline to help update and modernize its brand.
Wise Foods' snacks have a loyal customer base for its fun and crunchy snacks, and we wanted to tap into that in addition to the brand's heritage when creating the new tagline. After some creative exploration (and a few taste tests), we developed the new tagline "Snack loud! Snack proud!" for the Wise Foods brand. The Wise Foods team wanted to make sure that the tagline resonated well with consumers, so our team conducted tagline validation research as well.
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