One company, two brands; an imperfect positioning for international growth in a highly competitive market.
Ibid, one of the UK's leading online and silent auction technology specialists, help raise over £25 million per year for charities. At the time of our brief they also operated under the name of Daana in North America.
It was clear that only one unified brand would align with the company's global business strategy and the success they’d achieved to date.
So, with a clear brief and an in-depth understanding of our client's proposition, we began to create a new name. It was created to appeal to our client's target audience and reference the key tangible aspects of their business; giving to charity, live events and the energy that their technology builds.
As a result the name ‘Givergy’ was born. It was then enhanced with a vibrant and flexible visual identity and applied to three award-winning services and products; Managed, Mobile and Access.
The Givergy brand launched at client events in London and New York in September 2015. It has enabled the business to not only refocus its marketing strategy but to launch new offices in Hong Kong, San Francisco and Sydney.
Find out more at givergy.com
This distinctive brand has gone on to win a number of industry accolades including three Gold awards at Transform North America 2016 for Best Naming Strategy, Best Rebrand from the TMT Sector and Best Brand Development to Reflect a Changed Positioning.
"Living's help in shaping our new brand and name has been invaluable. They've really delivered. We are looking forward to an exciting future supported by this digital-first brand."
Jon Douglas, COO Givergy.