When a name can capture the essence of a brand

Client

Movisio

In 2017, we were approached by CTECH – an agile agency combining many fields of advertising and audiovisual communication, as well as software development. They wanted to break into other markets and grow. But they themselves felt that their name and communication at the time were not clear and understandable enough to support them in that. With these doubts, they turned to us.

What we did

Name, logo, and communication strategy

Name says nothing, offer says everything

CTECH had a problem: the name gave customers no hint about their line of business, and conversely, the offering was so broad that it wasn't clear what they excelled at. In their communication, they tended to talk a lot about the technologies they use and very little about the benefit the customer would gain from their skills. The list of services mixed 3D, graphics, websites, DTP, spots, photography, app development, etc...

Even then, they were at the top in moving 3D visualizations, which, however, could not be told from the website. And they decided to strengthen this competency and build the entire brand around it.

So the question was: How does the name CTECH go together with moving 3D visualizations?

Step 1

Can the CTECH brand represent the masters of 3D visualizations?

The original CTECH brand started to clash with how the company newly wanted to present itself. We tested the relationship between the old name and the company's new direction from several perspectives:

Question 1:
What does the name say?

Practically nothing. The word CTECH itself does not reveal what the company does. Some sort of technology maybe? It comes across rather general and anonymous. A customer cannot take away any idea of the services or what the company is strong at.

Question 2:
How is it supposed to be pronounced?

That was precisely the problem – nobody was sure. Some said "see-tek", others "cee-tech", or even "cee-te-cha". The very uncertainty around the pronunciation was an obstacle: instead of helping, the name caused confusion.

Question 3:
How original and protectable is the name CTECH?

With difficulty. The name CTECH sounds generic – there are countless similar combinations of letters and acronyms in technical fields. Looking at the Industrial Property Office website, it was almost a miracle that no legal dispute had occurred yet.

Question 4:
Does the name CTECH align with the core competency of moving 3D visualizations?

No, not at all. The name CTECH does not suggest any connection with visualizations, motion, or creativity. It sounds more like the name of a technological or IT firm.

Step 2

What is the greatest benefit the brand brings to its customers?

Long story short...

Together we defined the main differentiator and uniqueness:

The ability to create 3D live moving virtual worlds of maximum fidelity and quality. With cinematic persuasiveness transferred into business.

And also the main need of the clients:

Clients need it to excite their customers about things that do not yet exist in reality or are hidden.

From this, a long purpose and reason-for-being statement emerged as an intermediate step:

We make moving 3D visualizations... so that your audience sees WHAT does not yet exist, experiences IT as if it were real, understands IT, gains trust, gets excited about IT, and buys IT. Whether it is a product, a principle, or an intention.

Then a shorter statement:

Make your audience see it, understand it, trust it, love it.

And finally, distillation into a tagline:

Seeing is Believing.

Step 3

The path to a new name

We summarized the thoughts about the brand into several attributes that the new name must follow:

It will contain movement (move) and visualization
It will be capable of international use
Clear pronunciation in Czech and English
Maximum of four syllables
It will be legally protectable
And the hardest part: it will have an available .com web address

We had dozens of proposals on the table and tested them for clarity, memorability, and legal availability. The word Movisio won hands down – a combination of "move" and "visualization". It fulfilled all criteria, has a legible and pleasant sound, and functions without a hitch both at home and abroad.

Step 4

Logo

Can we help with the upgrade of your company too?

Get in touch with us.

What we learned

Tomáš Kostkan

Principal & Consultant

When you manage to name the essence of a company, it's a win

On the CTECH/Movisio project, we reconfirmed that when you manage to accurately name the essence of a company, everything else can build on it organically. Here we are pleased that the company name, its activity, and the visual style form a compact, understandable whole.

For us and for the client, it was a confirmation that when a brand can communicate clearly and understandably, customers gain trust more easily. Seeing is Believing.

Credits

strategy, concept

Tomáš Kostkan

design

Petr Vorasický

When a name can capture the essence of a brand

Client

Movisio

What we did

Name, logo, and communication strategy

Name says nothing, offer says everything

Can the CTECH brand represent the masters of 3D visualizations?

Question 1:
What does the name say?

Question 2:
How is it supposed to be pronounced?

Question 3:
How original and protectable is the name CTECH?

Question 4:
Does the name CTECH align with the core competency of moving 3D visualizations?

What is the greatest benefit the brand brings to its customers?

Together we defined the main differentiator and uniqueness:

And also the main need of the clients:

From this, a long purpose and reason-for-being statement emerged as an intermediate step:

Then a shorter statement:

And finally, distillation into a tagline:

The path to a new name

Logo

Can we help with the upgrade of your company too?

Get in touch with us.

What we learned

Tomáš Kostkan

Principal & Consultant

When you manage to name the essence of a company, it's a win

Credits

Insights

Klienti AnFasu 2025

Vánoční dárek, na který se těšíme 🎄

Může se z opakujících se zakázek stát rutina?

7 kritérií dobrého názvu

Gymnázium Kudykampus

Hledá se jméno pro sdružení výrobců skládaných střešních krytin!

První školní den - Scio školy

Kolik změn potřebuje dobré logo?

Follow our social media

We also do

When a name can capture the essence of a brand

Client

Movisio

What we did

Name, logo, and communication strategy

Name says nothing, offer says everything

Can the CTECH brand represent the masters of 3D visualizations?

Question 1: What does the name say?

Question 2: How is it supposed to be pronounced?

Question 3: How original and protectable is the name CTECH?

Question 4: Does the name CTECH align with the core competency of moving 3D visualizations?

What is the greatest benefit the brand brings to its customers?

Together we defined the main differentiator and uniqueness:

And also the main need of the clients:

From this, a long purpose and reason-for-being statement emerged as an intermediate step:

Then a shorter statement:

And finally, distillation into a tagline:

The path to a new name

Logo

Can we help with the upgrade of your company too?

Get in touch with us.

What we learned

Tomáš Kostkan

Principal & Consultant

When you manage to name the essence of a company, it's a win

Credits

Insights

Klienti AnFasu 2025

Vánoční dárek, na který se těšíme 🎄

Může se z opakujících se zakázek stát rutina?

7 kritérií dobrého názvu

Gymnázium Kudykampus

Hledá se jméno pro sdružení výrobců skládaných střešních krytin!

První školní den - Scio školy

Kolik změn potřebuje dobré logo?

Follow our social media

We also do

Question 1:
What does the name say?

Question 2:
How is it supposed to be pronounced?

Question 3:
How original and protectable is the name CTECH?

Question 4:
Does the name CTECH align with the core competency of moving 3D visualizations?