For nearly a decade, Capsule's branding expertise has helped many companies reduce the risk involved with bringing new offerings to market. When a division of Fiserv Insurance Solutions approached us to design their new spin-off brand from the ten billion dollar parent, we jumped at the opportunity. The team and process involved had to be highly inclusive and overtly collaborative. Capsule had the answer they were seeking.
Starting with Capsule's patented Foundations process, all senior executives and the marketing team were asked to journal about their existing brand and their vision for this future brand. Results were analyzed by our research team and were presented along with qualitative findings from online research conducted simultaneously.
With the fundamental brand elements defined (promise, personality, features, benefits, emotional rewards and visual language) the Capsule team began brainstorming a new name. This was no easy task, given the number of international trademarks we had to clear. Through a process of collaboration and discussion, the name StoneRiver was able to achieve consensus and deliver on the brand elements. From here, the Capsule team designed an identity and helped further define the visual language of this new brand.
All stakeholders connected to the process met the brand launch with fanfare and accolades. Fiserv Insurance Solutions is now StoneRiver. And we're proud to say we helped this billion-dollar brand come to life.