PROJECT: Texas Pension Consultants, a financial services company, was ready to re-brand and re-name.
JULY: Financial freedom and independence (4th of July); joy of summer.
BRAND POSITION: The company provides business services such as payroll, pension and human resource management to businesses of all sizes. One of the key positioning points the name had to capture is "the freedom to focus on your core business." The name also needed to be fresh and different, yet fall within the parameters of the types of names associated with the financial services sector. Financial companies are most often identified by names that conjure nature, stability, or longevity. July is a name that covers all the established financial services cues, is fresh and different, and infers — rather than shouts — "Freedom," making it very engaging.