Halo naming

The Halo app was developed for use at one the the most successful car dealerships in Oregon to improve car ownership beginning at the point of purchase. But first, they needed a name! The naming process is always an exciting mix of unrestricted creative exuberance, audience empathy, and conceptual rigor. Here, we interviewed stakeholders, shared thoughts regarding personality and communication goals, and then proceeded to the generation of names. Lots and lots of names!

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At some point during a naming process, it may become clear that the voice of the name needs to be heard visually as well. This can help amplify some of the inherent qualities of the word itself and clarify a best path forward. The screens below are an exploration of how a few finalist names might be embodied in the look and feel of an iOS app (the first use of the new name).

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Once a name is agreed on, the wealth of information gleaned during the naming process helps to form the framework for identity development. Here, this began with the development of the logo.

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Logo development begins with casting a wide net and exploring different marks that all anchor back to the communication requirements.

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The new mark is only the beginning. The real identity work happens in its use and the communications ecosystem that evolves to further extend and embody the brand.

My work for Halo, its brand and products, was extensive. Check out the Halo iOS app that I designed and developed with Built Light. I designed a Halo kiosk as a beacon for consumers and salespeople at a dealership. I designed and art directed the Halo launch event. Halo explored a transition to a service model for a Halo Fleet app for which I did design and UX. Short but sweet, I crafted a Halo vision brochure for the the CEO to excite people around a vision for Halo’s future.