Case study
Halden: a market entry in six weeks
Brand identity · Digital · 2026
Situation
Halden had a product, a launch date and no name. The founders had spent four months circling a decision that needed making in two weeks, because every option sounded wrong out loud.
Strategy
We ran naming and identity in parallel rather than in sequence. Seeing a name set in the real typeface, on a real screen, ended arguments that months of shortlists had not.
- A name that survives being said on a bad phone line
- One typeface, two weights, no exceptions
- A site their own team can extend without us
Work
Six weeks from first workshop to live site. The constraint did the work: with no time for a second round, every decision had to be defensible the first time.
Results
- 6 wks
- Naming to launch
- 94%
- Name recall at week four
- 2×
- Trial signups against plan
- 0
- Rounds of redesign since
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