Ahalogy • Identity

Creating a new brand identity in a week

At Ahalogy we created products for Fortune 500 brands and top social creators to win together on Pinterest. Later we grew into helping those brands identify the right trends, timing, and creators for custom content campaigns. Ahalogy was acquired by Quotient.

I was Head of Design. Initially that meant I was the sole designer on all of it: web app, identity, marketing site, sales collateral. Later, I built a team of product and communication designers to join me.

One week, we found out we had to change the name of the company. That week.

The company was originally called Pingage, but we ran into legal issues. So we needed a new name. And identity.

One of our founders arrived at the name. The other, an insight into how to display it. And I needed to bring it together.

Oh, and we needed it by Friday.

There wasn’t time for a well-documented process. There weren’t rounds of revision and critique.

I had pages of poorly sketched concepts which have long since been lost. There were coffee-fueled journals about what client service and human relationships mean to a technology startup. There were ruminations about the meaning of Futura.

And then we had to ship something.