Renaming a construction risk management software company that is all about “partner elevation”
A Naming Story in Three Acts
Act 1: Keen Awareness
When a company realizes it needs a different name, it often means that the leadership took a good, hard look in the (brand) mirror. And it’s not necessarily that they didn’t like what they saw, but more about why they chose to look in the first place. It’s likely because their current name no longer aligns with the company they are or want to be.
In the case of our fabulous client featured here, they came to us as ConstructSecure, a name that had run its course for this innovative company on a mission to elevate their industry: commercial construction and large capital projects/ operations.
Like many long-established industries, this one had practices and procedures that were archaic and complex. But after doing some in-depth brand narrative soul-searching, our client realized their old name had to go, and they called us.
Fun fact: The company now known as Highwire hails from the hallowed halls of Harvard University. Read more about Highwire’s origin story!
Act 2: A balancing act
Our client’s leadership team wanted a new company name to reflect its broader, industry-transforming mission: to help builders and owners of capital projects succeed by elevating the capabilities of their contracting partners to deliver great work.
The idiom “high wire act” refers figuratively to something that is difficult or dangerous. The name Zinzin created, Highwire, succeeds at the delicate balancing act that represents this innovative company and its capabilities on multiple levels.
Highwire figuratively refers to doing something with inherent danger or risk, such as huge capital / construction projects — perfect for a risk mitigation platform. However, the name Highwire also connotes partner connectivity (“wired”), elevation within the industry, a big picture view from “on high,” and great anticipation of things to come.
Highwire, and the evocation of a “high wire act,” is something that often inspires us to reach new heights with great feats of skill and courage, things that define the company Highwire as it works to level up an entire industry.
Act 3: Wisdom & Courage
Zinzin applauds the leadership at Highwire for embracing an evocative name, which has been very successful for them. It proves yet again that unique, powerful names can work in any industry, even those that are more traditional or conservative.
By choosing the name Highwire, our client also demonstrates their mission. For this is a company unafraid to take a brand “risk” in service of delivering a superior risk management platform that helps an entire industry build more safely. And from a brand perspective, it’s the “safe” names that are actually the riskiest.
Visit: Highwire | The Partner Elevation Platform
“Zinzin has the discipline to remain focused on naming and naming only, which makes them the best. We love our new name. It has helped with sales and recruiting.”
Clutch interviewed several of our fantastic clients about their experience working with Zinzin. To read these full reviews, see References/Testimonials.