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The name may be quirky and different but the process that led to us choosing arcticFox as the new name for Eqwik was carefully thought out.
The process actually started in May 2009 when we finally decided to bite the bullet and change our name to better reflect who we were and what we did. We knew we had to change the name but we didn’t know how to go about doing it so we enlisted the help of Judy Hacker, the owner of Maxim Marketing Solutions and a specialist in brand strategy. She guided us through a process that was challenging but exciting.
Our starting point was a brand audit. We had to understand the market we operate in and Eqwik’s position within it. This was achieved through desktop research and interviews with graphic designers where we explored what they thought about Eqwik and its strengths and weaknesses. At the conclusion of this stage Judy compiled a report which formed the basis for the next stage.
Stage 2 was a workshop where we discussed, debated and decided:
 Exactly who our target market is
What we actually do
The key benefit we provide
The workshop really made us think about what we do, how we do it and why people should use us. It helped clarify a very clear brand strategy for moving forward that both Peter and I were committed to. This has made life easier because now when we consider whether we should do something we just go back to the brand strategy and see if it supports that or not. We are much more focused and clear about what we do.
Now that we knew what sort of company we were and who we wanted to work with, Judy researched and developed appropriate names. She came back with a list for us to choose from. The list was divided into different themes and once again, gave us an opportunity to think about the most appropriate direction for the brand to take. We all agreed that we wanted something quirky and different, something that was memorable and something that gave the brand a strong personality. However, it also had to have some meaning to us personally.
arcticFox was the clear winner! We loved it because the arctic fox is a well known and loved animal in Sweden where I come from. However, it also resonated because it is a strong name with character and presence. People just seemed to relate to it immediately.
The final stage was bringing the name to life. Creating a brand identity that gave it meaning and personality. Judy worked with two fabulous and incredibly talented graphic designers - Meaniel Blint (Engana Graphics) and Irma Zimmerman (Tell-it Media).
Together they developed a brand identity that we fell in love with. The colours are bold. The illustration is dramatic. The font is beautiful. Combined, all those elements came together and created a distinctive personality and a memorable logo.
We couldn’t be happier and at our launch two weeks ago we got some amazing feedback. People loved the name, thought the logo was great and could understand the direction the company is now taking.
Look out - arcticFox is on the move!
Would you like to find out more on how Judy could help YOUR business to take the next step? Contact her on 0417 553 575 or email: judy.hacker@maximmarketing.net.au
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