How we got to Ore

This part of our website is our chance to show the bigger picture behind the work we have on display in our work section. This is the journey we travelled with a client from the very first meeting to delivering their first run of printed business cards. It is designed to show you the potential that a professional creative process, and a warped creative viewpoint, can bring your business.

 

The Brief

This client came to us needing a name, brand and marketing collateral developed within a short timescale. Their business then was called The Commercial Information Company NI Limited and they had found it difficult to sell their core services and differentiate themselves from the competition. Their product was the distribution of business opportunity information to subscribing companies in the construction, engineering and industrial services industries through a website. Their base was Northern Ireland but they sold subscriptions to companies, large and small, all over Ireland and the UK.

Our brief was to create a new name and brand that reflected their mission and values and the fundamental changes in approach they were taking.

First Stage

Our process always begins with writing. For CIC this involved looking at the product structure behind their business and trying to develop common themes. With CIC we quickly realised their product was not anything to do with construction, it was the provision of sales lead information to the right company at the right time. From this base we were able to start developing really interesting names. Below are some of the names we presented to the team.

founds

founds is an abbreviation of foundations, which is the basis for all construction. It also visually suggests ‘finding’ or ‘found’ implying a search.

fosik

fossick is the search for gold, which is a perfect metaphor for the website. This spelling is taken from the pronunciation guide in the dictionary, which removes any confusion over how to say the word and also makes it a ‘made’ word so it is more individual and original.

ore

ore references the information you provide. Given ‘ore’, the customers have the opportunity to pursue each lead and find the precious ones. The site provides the first step, leaving a lot of hard work still to do to secure the work, but these first steps are arguably the most important.

 

Second Stage

There are no definite 'right' or 'wrong' names from the ones we presented, we had applied the correct processes throughout so we knew that any of the names presented COULD work just as well as the others. At this stage it all comes down to taste, it was up to the team at CIC to figure out the name they wanted to stand behind the most and eventually they decided to run with Ore.

The name was picked as it is a term used in the aggregate industry, so it is well known in construction. Their name gives the sales team an interesting story to lead the sales calls with, explaining that they search through tonnes of information and only show their clients the stuff that could be valuable, the Ore.

Our process dictates that we have to remove anything we had developed up to this point and approach the development of Ore's Visual Identity as a separate project, like they had come to us with their name already picked. This makes us work harder to ensure the Identity does not become introverted from the outset. Below are the options we presented.

 

Final Outcome

The chosen logo was favoured for it's clever use of negative space to show a spade, they also loved the strap line 'unearth opportunities'. From this we began writing some general brand communication, producing their introduction text.

 

ORE® is an information service. We work tirelessly to extract the most relevant details from the wide range of reliable sources we have built up over many years. When researched and compiled this raw data forms a huge bank of valuable information, full of potential ore.

Anyone who’s conducted research will know that trawling through huge volumes of information can be overwhelming, especially in such a varied and complex area as construction, so we offer a clever tailored service to make sure that you only get project information that is relevant to your needs.

So ORE gathers all the raw data, refines it and presents you with all the valuable materials.

What can your business do, given ORE®?

 

We hope this has been of interest to you. 

The task of repositioning any company is a daunting one, and we understand that the people driving organisations sometimes feel like the only team who could possibly understand their specific business needs are those within the company. What's displayed above can only come from a creative outsider looking into a business, so get in touch if you'd like to see what we could do for you.
/DW 

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