Recsolu, a successful SASS start-up in Chicago, reached out to assist with a full rebrand which included the need for a renaming.

Recsolu was short for “resource solutions.” As the company grew and sought Schedule C funding, the board found the name to be too technical and difficult to explain and pronounce. To help, I hired 2 copywriters I’ve used as frequent collaborators to assist in the renaming portion of the project. We did a thorough competitive analysis and explored many approaches to land on something that resonated with the future momentum of the company.

Areas we explored included structural linguistics, morphemes, personality traits, tone and voice, evocation, and mind mapping. Objectives were to keep it within two syllables, an associated and affordable URL, easy-to-recall spelling, and a meaning that would work for both their corporate and job-seeker clients.

Upon presenting a list of possible names, Recsolu immediately responded to Yello for their new name. On a personal note, the CEO mused that he was known to have answered the phone, “yello?” It also met all of the objectives and fit into the conceptual and experiential naming space to help differentiate itself in the more descriptive sounding market space. They liked the friendly tone and its association with the word “hello.” Given the product served as an introduction between corporations and job-seekers, it was the perfect fit.

As a working tag line, we used “From hello to hire.” Rather than use the letter “y,” I played with an upside-down “h” instead. I elongated the ascenders and descenders for a bolder logotype. The characters were carefully kerned and shaped for the best relationship and flow.

To further develop the overall brand, I conducted individual interviews across several cross-sections including the executive team, clients, and employees. For the color, we avoided the obvious yellow color and instead leaned to its compliment, blue. As a final deliverable, I created this brand standards manual.