ABOUT

HW Technology approached Think to complete a rebrand as they moved away from the Haines Watts Group and needed to adopt a different look and feel better suited to a growing IT provider, rather than accountants. This would, of course, include a new name.

From the outset of the naming process, the design team were swung by both animal and sporting references that spoke to the dedication and ‘team player’ attributes of the brand. Eventually, following the necessary research and availability checks, we settled on Orca. The name symbolised commitment, dedication, problem solving and working together. The strap ‘by your side’ underpinned the core proposition and the graphical execution represented a typical Orca pod, working in unison to achieve the same goal.