Reed Words has revealed the new name and brand strategy for developing markets financial institution Exotix Capital, which relaunches as Tellimer Group. The rebrand reflects the transformation of Tellimer Group's business model as it focuses on its innovative international technology platform, which helps clients access markets directly. The story also shows how investment in verbal strategy and execution can help a business engage its audience in a specialist offer.
Reed Words took Tellimer Group through its proven three-stage naming process. The team presented an in-depth audit of the sector and explained the strategy behind the name, then took the client through a journey of naming, guided by agreed creative territories. These included the themes of expertise, exploration, locality, and science.
To create the brand around the name, the agency ran a briefing workshop before developing the core brand elements of vision, mission, personality, behaviours and essence over a four-week period. Reed Words worked closely with Tellimer Group to communicate its specialist offering, balancing simplicity with enough detail for it to be convincing and authoritative.
The team also created core messaging and a tagline - 'Developing markets, connected.' The tagline is short and snappy, making Tellimer's offer immediately clear. It is descriptive rather than abstract or emotional, helping to establish what is an entirely new service. The tagline communicates the company's expertise in developing markets, while 'connected' illustrates the service they provide - connection is the core of the offer. The visual identity was created in-house by Kristian Klamar, Head of Design at Tellimer.
"Tellimer is a made-up word, but it has the right sense of established gravitas and authority, while the echoes of 'intelligence' and 'tell' hint at the nature of the offer," commented Mike Reed, Creative Director at Reed Words. "The client was also keen to have a dot-com URL, which is challenging to secure these days, so we were delighted to find a great name that also had an available dot-com.
"When we created the brand around the name, we turned a specialist offer into sharp and compelling English, showcasing Tellimer Group's services in a way that makes immediate sense. As language-led brand strategists, we're in a position to build a brand from the ground up, helping the client articulate the new brand internally and communicate it to the wider public."