As with all branding projects, data is king and so our first stage was to get more insight into the company, its services, clients and the current brand. Understanding just how much of a ‘brand gap’ there was would help us shape the direction of new brand.
It wasn’t just visual identity that needed to change but the company name too and we took the client down six core ‘routes’, each one focusing on a different value of the service.
Of the six, the name Sinerix was selected. This was a pure simplification of the word signature along with the addition of the suffix ‘ics’ to denote a ‘field of study’. But, by subtly changing the suffix to ‘ix’, we were able to add a more ‘digital information’ feel.