This was a live client project.
Planning for an internal launch of the organization's new CRM software, Capital One came to us to develop a name for the system. The software would be an easy-to-use system to manage Capital One customers' finances.
Capital One's customer service representatives.
Our goal was to create names that convey unity, empowerment, ease of use and excitement.
The Names & Meanings
Cap-I: Short for capital intelligence, we wanted a word that would use the name of brand into the system.
Atlas: Like a navigator using an atlas to explore, this name would convey empowerment and direction of the software.
Aspire: Aspire conveys uplifting and empowering customers to their desired state.
The Hub: This name conveys centralization of customer information into what system.
Converge: This name conveys unity of customer information merging together.
Kelly O'Keefe: Brand Design Professor
Colin McCool: Creative Brand Manager
Emily Hudson: Creative Brand Manager
Mark Thompson: Creative Brand Manager
Jennifer Root: Creative Brand Manager