Whereby
Live/work/wherever
- Renaming
WHEREBY is a video product that gives people the freedom to work from wherever they live best. The name embodies the same principles the team lives by. Whereby is an adverb that essentially means “by which”—it’s the means, or the method. It’s a real word, albeit not one that’s common in everyday language—a sweet spot for a name that you can own that still means something. Here, we also get a direct association with location, reiterating the concept of remote work.
What we did
We worked directly with the leadership team of the company, formerly called Appear.in. Up against trademark litigation they could no longer fight, it was time to change the name to something new—something that could also signal the company’s evolution and maturation.
What was the deal with…
Trademark
Trademark was incredibly important. While the company is based in Norway, they operate in a number of countries globally where they’d need to protect their brand name for the future.
URL
While a dot com was not the priority, it was a very-nice-to-have.
The decision
There were a number of names that the team felt had potential to carry the brand into its new chapter. Ultimately, a combination of the positioning, trademark landscape, and URL options brought Whereby into first place.