A New Name for a New Era.
Client: Portalus (formerly WTIA)
Services: Company Naming, Strategy, Storytelling, & Creative Direction
Partner: Brilliant Marketing
The Washington Technology Industry Association had spent years building a strong reputation providing HR and benefits services to small tech companies. But as the business expanded beyond Washington state, the name became a liability. A regional association name doesn't travel well. They needed a new identity that could grow with them nationally, and a brand strategy process rigorous enough to get their leadership aligned around it.
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Renaming a company isn't just a creative exercise. It required getting leadership and stakeholders in the same room, conducting customer interviews, building personas, and running a half-day brand workshop before a single name was proposed. The new brand had to differentiate Portalus in a crowded HR services market, communicate a multi-state focus, and hold up as a platform for long-term growth.
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Portalus launched with a name, visual identity, brand story, messaging, elevator pitch, and a brand playbook their team can use to guide all future marketing and communications. The new website gave the company a polished digital home to start generating leads from day one.
Logo Befpre
Logo After
Animated Tagline
Website Detail