Bringing a new business to market – brand-ready

With consumers becoming more vigilant about the use of their personal data, the industry is changing. Brands will no longer be able to depend on third-party cookies, IDFA, etc., to target their customers. Now brands need to build their own first-party data strategy to authenticate, enrich, and measure access to consumers in a privacy-first and cookie-less world.

To maximise this opportunity, PCH Media, a new division of the firm, was looking to launch a separate B2B brand and platform that would be powered by its existing significantly sized, permission-based audience. So PCH turned to Living to create a name and visual identity for its new venture and to develop supporting brand messaging.

We immediately dove into a series of discovery workshops with PCH Media management as well as their business development, marketing and product teams. Those sessions resulted in a detailed creative brief that would drive the exploration of naming options and ultimately reveal the core attributes upon which the brand would be built.

Following in-depth brainstorming and creative reviews, the PCH Media team selected our proposed name: IDentifi. Taking the lead from “ID” being the universally recognised abbreviation for identity, we saw those two letters as central to the business’ value proposition. From there we sought to create a brand with power, energy, and a sense of excitement that would stand out in a crowded market. To further differentiate IDentifi, we crafted a bold tagline: “The power of know”.

Additional messaging support for the brand launch came in the form of a detailed list of actionable brand values and a set of headlines for various marketing executions. We also provided brand guidelines including the all-important tone of voice to guide IDentifi’s positioning in all its communications.

For the brand rollout, we collaborated closely with PCH’s internal creative teams, optimising our complementary skills – bringing an exciting project to fruition. Read more about our work for IDentifi from PCH Media.

Launching a new business or product?

If you’re looking to launch a new business and need an inspired partner to help with naming, visual identity, messaging or a full-blown campaign, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.