The Problem:

Not your average app-builder
Specific audiences, specific needs

Imagine you work at Nissan’s North American headquarters in Tennessee. You’ve noticed a problem with your distribution system: costs are high because shipments are being routed to dealerships in an inefficient way. Not the ultimate way to get your Altimas from A to B.

Opex Analytics has developed a highly customizable AI tool for large clients like Nissan. In this case, the tool provides such a company with a routing solution, helping them identify which dealers will receive which products, and when. Elsewhere, the tool might help a clothing retailer identify exactly how many items in their latest shipment have a high risk of failure (e.g. factory defects). It might also help a food supplier identify which truck drivers have the best (or worst) success rates.

Simply put, Opex is using AI technology to help large companies optimize their supply chains. That means avoiding errors, reducing costs, and forecasting their partners’ needs.

Supply chains are bulky, and every distributor faces its own optimization issues. That’s why Opex designed this tool to be incredibly intuitive and flexible.

It functions on two levels. Some of Opex’s clients are just looking for a fast, tailored application with a polished user interface that’s ready to go. Other clients prefer to build and adapt their own custom applications using the framework that Opex provides. It’s up to them — and Opex can consult on the best solution, depending on the problem at hand.

Because this tool is Opex’s primary offering, they wanted a name that would do it justice.

Internally, they had been referring to it as RAD-P: the Rapid Analytics Deployment Platform. This descriptive name had forced them to reevaluate what the tool actually was, and how much the name could (or whether it should) describe its function. For starters, it was a mouthful — and a nightmare for the sales team to repeat. The “rapid” piece was an important differentiator, but it felt like a case of show, don’t tell — in other words, prove it. The word “platform” felt vague and didn’t adequately capture its capabilities. They decided they were open to more engaging, evocative names, and that’s when they came to us.

The Fix:

Custom build
Empowering creation

Once we started talking with the team, we noticed building was an important theme and a good starting point for name exploration. As our conversations around building progressed, a broader theme quickly emerged as rich naming territory: creative agency. A portion of their audience was interested in knowing “how the sausage is made” and we wanted to tap into that audience’s creative instincts.

In our naming, we explored every stage of the creative process — from design methods and foundational structures to ornamental features and finished products. We realized the name had to feel active in order to place the creative agency in the clients’ hands. It had to be a name that signaled the beginning or middle of the building process, not the end.

After two rounds of name generation and some healthy deliberation, the team rallied behind Enframe. Meaning “to enclose in a frame”, Enframe positions this product as a tool that zooms out to see the whole picture while leaving space in the middle for building, creating, and customization. It’s also a nod to frames in the coding world: machine-adaptable building blocks for the development of custom software.

Enframe is a name that defines the outline or bounds of something, which automatically draws attention to what’s inside. Every order, every delivery truck, every contract, every data point — every detail is accounted for and brought together in an intuitive application.

Enframe’s meaning feels suited for both of Opex’s primary audiences. For some, it can deliver a comprehensive app fitted to their needs — for others, Enframe can provide the framework for their own app development. As a verb, Enframe has an inherent energy that feels like a call to action or an invitation to build something together.


More you say?