A place for collaborationMentorshipGrowthOpen space that creates community
We had a few details we wanted to keep in mind while we worked on the name. Basically things you had mentioned to us in your presentation. First, we wanted to avoid common terms such as lab, tech, incubator etc. Second, we really wanted to create a name that was moveable for future expansion. The name we’ve chosen is ENGEN505. The first thing you should notice is the emphasis and play off of the common scientific root “gen.” The root actually means “birth” or “produce.” We feel like this ties directly into the incubator as a place for users’ ideas to grow and become successful ventures.
The name ENGEN is supposed to remind users of a car engine. The engine is the driving force in a car; it makes the car run. In the same way, the incubator is the energy source for consumers’ projects; they are able to be rooted, develop, and find success in their time at the incubator. ENGEN505 is modern, yet directly related to the targeted consumer group through its creative play on the word engine with the Latin root “gen.” With this name we’ve really given you an identity that can exist beyond the street address, but keep the representation of the incubator’s true origin. So after deciding on our name, we thought it was important to give you an idea of the brand identity’s look and feel.
One of the things we wanted to be sure to accomplish today was to illustrate how you can market ENGEN505 across campus and in the community. We believe the most important starting point is to truly grab people’s attention and maintain their interest. We envision a project that takes a life size image of a car having gas pumped into it. This picture should be posted to a wall (perhaps somewhere like a reserved parking spot in a garage or on the brick wall of the business school). Just as this image shows, where the gas pump is cut off, a physical piece of hosing should lead out of the picture into the gas can. Instructions tell people to submit their ideas into a slot on the top of the can. The concept demonstrates that people can participate at any level with the incubator. Whether they’re submitting an application or just hoping to see their ideas talked about on Twitter and Facebook, it grabs attention and drives traffic to ENGEN505’s website.
As people become interested in ENGEN505, the next logical step is to Google the name to learn more about it. We believe the most important marketing value that we can present to you with this name is its uniqueness. A Google search for our enhanced representation of Engen505 returns your site as the top result, a premier ability in today’s digital marketplace.
So, just as important as garnering attention, is understanding how the name translates to different media. Before you, we have some visualization of what we perceive as important utensils for brand recognition. Firstly, how your name would be displayed on social media sites, such as Twitter. The unique handle separates your organization from the crowd. Social media is a necessity of business communication and it provides a relationship to your internet savvy clients.
As you can see, this branding can be translated to the letterheads in front of you- vital to communication with investors, startups you accept, and the community-, as well as business cards, stickers, and pens. Your company is professional and deserves a professional outreach to your future clients and financial backers.
We envision this branding as big as your client’s dreams, displayed on billboards and signage outside your new office; a final step in truly owning your physical location.
Simple, clean, uniqueDouble meaningThe incubator gives users’ projects life to growAvoids the common and overused names
The second name we’ve chosen is Hatch. The term Hatch has two meanings that directly relate to the incubator’s concept; “A small door or opening” and “To produce or cause.” We feel like this symbolizes the incubator’s role as an open door for users to work freely on their projects. It’s a place where their ideas begin and plans are advanced into the final stages to become successful ventures. Just like when something is hatched, the incubator brings life to the users plans through the provision of space and supplies to them. Hatch is catchy and creative, but doesn’t over-reach its base a scientific and business-oriented establishment. The logo itself also gives a nod to its foundation in Chapel Hill with the circle outlining the CH. The color and the font are strong while maintaining an important level of uniqueness and simplicity.
An idea can be hatched anywhereUse hatcheries to create interestGet people across the campus and town involvedUse eggs with interesting facts Remind people that Hatch knows anyone can have a great ideaBoth tactics drive people to your website
