The San Francisco based technology company had an audacious goal: It wanted to create a much better shopping experience for American consumers by creating a killer app. I Mean It’s task was to breathe life into the product by building a unique and catchy brand.
I Mean It started with a thorough naming process. We identified three naming mines: a persona-driven personal assistant, connotative words, and metaphors. After having developed an extensive list of names, we evaluated every one of them both strategically, legally, and linguistically. And there was a clear winner: myGini, for the company likened the way it brings banking and rewards together to magic.
Our next task was to develop a tagline, which would complement the name and capture the personality and positioning of myGini. After rounds of ideation sessions, we captured the essence of the brand with Magic in Your Cards.