Strategy and naming for a human-centered brand
8Kind Co. is the parent company of Open360™. Founder Collette Revere offers organizational consulting services for transformative growth, in addition to building products such as Open360™ that improve the lives of our workforce. The company focuses on building a better workplace by developing custom solutions to address your organization’s toughest challenges
Formerly known as Powerhouse Group, the organization was looking to rebrand to build a brand that better aligned with its corporate values and conveyed a human-first approach to workforce management. Additionally, the company needed a website with a message that conveyed this approach.
Working with Strange Salt team member Sara Strese, Jamie worked to craft and pitch several company names that aligned with its vision. The team examined a variety of approaches, ranging from redefining “powerhouse” to creating new words that have no common meaning. They narrowed their focus to explore the number eight (representative of change) and the words Vista (view/vision), Ally, Candor, and Ship.
The duo pitched three strong names including 8Kind Co, CultureAlly Consulting, and and Fello Ship Co. The chosen name 8Kind Co. incorporates eight as a symbol for new beginnings. It references infinite possibilities and potential. Kind refers to both a group with similar characteristics and of an empathetic, helpful nature. Fusing these themes, the name stands for what is possible when we work together and help each other.
Following the naming selection, Jamie worked with Sara to create website content and a messaging flow that focused on user experience and storytelling. The website presents a modern working environment—one full of opportunities but riddled with pitfalls. Using this messaging, founder Collette Revere has been able to launch her business and create sales copy and messaging that targets her ideal customers.
Naming, Brand Identity, and Website Design by Strange Salt Members Jamie Cox and Sara Strese
Working with Jamie and the Strange Salt team was a wonderful experience! They led us through the entire process from imagining to design and they really listened to and incorporated our feedback. The quality of the work they produced is exceptional…I feel like they really brought our thoughts, values and work to life…If I ever had questions or wanted to talk things through, Jamie was available to provide the information or support that I needed…I really can't imagine working with anyone else!
