New company name and branding takes Windfall from invisible to eye-catching!

Client: Windfall Inc. | Industry: Group Purchasing, Benefits & Incentives
Our Work: Company Naming and Brand Development, Corporate identity, Collateral and Prezi Production

Windfall provides its members with group purchasing discounts that deliver unexpected cost savings and increased efficiency. Our client initially asked us to create new collateral materials. During our discovery meetings, we recognized the company's name (Power Purchasing) was easily confused with a similarly generic-named company that had a dominant web presence and negative reputation. We proposed a dramatic, strategic change: A new name to help stand out from the competition, represent the real value and ease enjoyed by members, and reflect the values and focus of the company and high-energy team behind it all. 

Our Be Brilliant! interactive branding workshop with the client team helped identify the heart of the business and provided input that led to the new Windfall brand.

Our Be Brilliant! interactive branding workshop with the client team helped identify the heart of the business and provided input that led to the new Windfall brand.

Our business naming process included a workshop with key members of the client team. The session focused on defining the features, benefits, and experience for customers, and describing the business personality.

Guided by this input, we brainstormed more than 500 potential names, researching and narrowing down the possibilities to a few finalists for our client to consider. 

"This inclusive process was not only fun and insightful and resulted in a cool new company name, it also helped us better understand who we are and why we are successful," says Donna Marks, CEO, Windfall, Inc. 

New Name & Brand New Look

“We really enjoyed the rebranding process Be Brilliant took us through. All the stakeholders were involved at every level. This was beyond expectations for deciding on a new company name.
— Donna Marks, CEO, Windfall, Inc.

The new name was a big change! Windfall is distinctly different among GPOs and replaced the generic sound of the previous name with a brand that gets right to the heart of the benefits, as well as creating a sense of how easy and free it is to work with the company. The name expresses the joy the team felt in helping it's members.

With the new name came a new brand with a fresh visual identity. The Be Brilliant team designed a distinct new look to work across a variety of marketing materials, membership communications, presentations, emails, the new website -, and more. The clean design helped focus attention on the core message.

Prior to launching the new brand, the client shared the new name with key partners. Strong, positive feedback fueled excitement for our client's team, their suppliers, and their members.

The Be Brilliant team also supported Windfall by designing new collateral materials, writing content for the new website, designing presentations, and developing ongoing membership communications and email campaigns, 

To learn more about Windfall and the power of group savings, visit the website.

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Be Brilliant!® Marketing is a strategic branding and internet marketing agency based in Fort Myers, Florida. Our work takes us around the globe and just down the street, working for clients ranging from global, Fortune 100 companies to local entrepreneurs. If you’re on Facebook, be sure to Like our page. Follow us on Twitter @BeBrilliantMktg