Discipline: Company Naming / Branding
Logo Design / Marketing Collateral
bēkn provides individualized physiology and wellness services through a membership-based model. Looking to revolutionize the modern health care delivery system, bēkn was experiencing rapid success under a former name. Recognizing the competitive nature of the health and wellness industry, the company’s leadership chose to rename and rebrand their company before it became too established in the market. MASV was engaged to produce a new brand — one that was unique and memorable, that aligned with the existing company culture, and that portrayed professionalism.
MASV spearheaded a rigorous naming exercise that produced dozens of viable names, many of which existed in the abstract, symbolic space. The name bēkn was ultimately chosen for several reasons: its root meaning is associated with guidance, light, and truth; it passed an extensive international linguistic screening which confirmed its viability in non-English speaking countries — an important component given the company’s plan to grow into foreign markets; and it aligned with the company’s existing culture. MASV produced a logo and brand identity for bēkn that is simple, approachable, vibrant, and universal. We also assisted with updating their existing marketing collateral to reflect the new brand.