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August 22, 2007 | Tate Linden
...and another Stokefire name hits the market.

How do you develop a name for a green media firm without using the words "green," "eco," or any of the other current buzz-words used in the space? By focusing on how you're different and what you're trying to achieve rather than slapping a "me too" name on that blends in with the crowd.

emPivot opened for business this week and is already gaining attention as the place to go to find and share new perspectives on green issues.

Why emPivot? Because the founders (Chace Warmington and Thom Wallace) felt strongly that their purpose was not to spread the gospel of green to the choir, but instead to offer a place where real people can discuss every aspect of green - whether they're passionate supporters, detractors, or on the fence. This is about empowering a change in perspectve - a change in opinions - or a change in lifestyle. The concept of being green doesn't move all that much, but our understanding and perspective can change rapidly.

While "green" was off-limits for the name, it was still in play for the tagline - something we proposed using to contextualize a name that didn't immidiately shout its purpose. (You'll note that Google, Yahoo, Kodak, Exxon, Sears... and just about every other great brand in the world... doesn't disclose their market in their name. They use advertising, taglines, and other tools to get the context across. We think we're in good company here.)

Stokefire developed both the name and the tagline for the new company (a brand owned by Ecofusion.) The result:
emPivot: View Green From Every Angle
We also developed alternate taglines for future use - and we'll trumpet those as emPivot grows their brand over the coming years.

We'll post a full case study and press release later this month - and will have even more information available once our redesigned corporate website sees the light of day in September.

Great job thus far Thom and Chace... looking forward to more great things from your team!