Software Naming, Verbal Identity & Brand Copy

TF Cornerstone owns and manages luxury high-rises across New York City. After outgrowing their old property management software, they built their own, then decided to take it to market. Studio Simpatico brought me in to name it and give it a voice.

​

Challenge

A brand-new B2B product had to feel dependable and time-tested without feeling dull. It needed a name and a voice that told luxury buildings this software would treat their residents the way their best doorman does.

​

Naming

We started with discovery: how the TFC team wanted the product perceived and what they wanted it to feel like. Then we cast a wide net. Instead of pitching names right away, we pitched whole categories of names, each one a different idea of what the product could be. Over several rounds, the team’s reactions helped us cut the field down to the one that rang true: the concierge, with all the characterful hospitality of old New York.

​

By the end, we had considered and pitched more than 100 names. The winner was Portico, the grand entrance to a historic building, where a visitor’s first impression happens and where the staff greets you at the door.

​

Brand Voice & Copy

From there I wrote the voice and the copy to match: warm, sure of itself, and a little wry, like a longtime member of a hospitality team. That voice ran through the marketing website, the brand guide, and the out-of-home campaign (subway, bus, and billboard), working alongside Simpatico’s design and visual identity.