top of page
POSITIONING + NAMING PORTFOLIO
NAMING has always been a part of our work that we especially enjoy creating when launching a new brand. Once we’ve established brand positioning and strategic guidelines, putting a name to a founder’s dream, a game-changing new product or an organization's commitment to a community program makes it real and incredibly energizing for the team. Following is a select list of brands and programs that we've helped birth. In the case of tech start-ups, we did this work as part of the ground-zero launch group, including CEO/founder, CTO and COO, charged with driving product development and stage one investor funding.
ECOBEE creates smarter home thermostats and devices that are easy to use, well designed, and significantly reduce homeowners’ energy consumption and costs. ACQUIRED IN 2021 BY GENERAC HOLDINGS INC. FOR UP TO $770 MILLION USD.
SKYTAP makes it easy, fast, and safe for customers to move and natively run their traditional systems in the public cloud with minimal change. Skytap pioneered the path for IBM Power Systems to the cloud and partnered globally with Microsoft Azure and IBM Cloud. ACQUIRED IN 2024 BY KYNDRYL FOR $51 MILLION USD.
MAGNET provides modern solutions for enterprise, public safety, and service providers to investigate digital crimes and cyberattacks. ACQUIRED in 2023 BY THOMA BRAVO FOR $1.3 USD BILLION.
SMILEBOX develops an application for creating greeting cards, invitations, presentations and photo albums, combined with pictures and personal video clips. ACQUIRED IN 2011 BY INCREDIMAIL FOR UP TO $40 MILLION USD.
DECHO Pi Corp, an early cloud storage company founded by Paul Maritz, a former Microsoft executive, was rebranded by cb + co.’s Charles Bongers as Decho (tagline “your digital echo”). When EMC Corp purchased Pi Corp and Mozy, the two startups were merged and rebranded, Decho “your digital echo”, a new company that helps consumers manage their personal digital information.
RIPL is an all-in-one app that helps you create, schedule, and post your social media, in minutes, so you can get back to business.
SPARKON inspires and informs teens to help explore their own passions and interests.
TEACHERS' CAMPUS is a Gates Foundation initiative that helps train and inform a community of educators, around the world.
bottom of page