Career Optimizing Company And Service
PROJECT: Create a new name for Poachable, an anonymous career matchmaking company and service.
ANTHOLOGY: A published collection of poems or other pieces of writing. A published collection of songs or musical compositions issued in one album.
BRAND POSITION: Poachable came to us with a unique naming project when they ran into trademark issues with their name. But the company was also broadening the scope of its offerings, and their visionary CEO, Tom Leung, understood that the trademark issue was a perfect catalyst to establish a new brand that better reflected the company’s vision going forward. It was no longer just about the narrow function of enabling companies to “poach” top talent from other firms. While anonymous job exploration is still a big part of what their service does, the company will be adding lots of exciting new career optimizing features and services in the future that will take their platform to a whole new level – well beyond simply being poachable. Tom and his crew believe that the world would be a better place if everyone were in their best fitting job all the time, and that they are the ones to make that happen by changing the way careers and work are managed.
The new name we developed, Anthology, is a great metaphor for this epic, iconic and page-turning career and recruitment platform. Anthology is a collection of the unique, individual stories that each candidate and recruiter contributes to this collaborative ecosystem. The typical job listings website is like a short story; Anthology is much bigger than that, and will be there with you through every plot twist, storyline, and chapter, providing you with the big picture narrative you need to make more informed career decisions. Anthology conveys the company’s long-term vision of helping everyone in the world achieve the most amazing career story possible. We also created the tagline, Careers Reimagined, which further reinforces both the world in which Anthology operates and the company’s vision of changing the conversation in that world.
Anthology. Careers Reimagined.
“…a very prominent venture capitalist said, ‘I didn’t think your original name sounded like a company that I could see going public, but the new one seems like a real company that matches the big vision you have.’ The transition to Anthology has been very smooth, and Zinzin’s role was much more than just coming up with a name. They’ve played a huge role in constructing the strategy and the brand identity for Anthology.”
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Anthology. Read the full review, and those from other clients, on our References/Testimonials page.