When our client came to us with the idea for a new venture, we told her to think bigger, and, well, pivot. So, her marketing research firm wasn’t going to be called the typical “three-last-names-incorporated.” Instead, we created a distinctive brand, leveraging what the firm did exceptionally well—take sometimes disparate points of data and thread them together to create a full story. That was the antithesis of those dusty binders filled with marketing data and charts and served as a great starting point. After creating the name, we then built the brand, crafting a style guide and full website.