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TRADE FOUNDRY CASE STUDY
SUMMARY
Sector:
Employment Platform for the skilled trades
Brand type: Company
Primary Client: Clay Coffman and Adam Blake, USA
Trademark territories: 1 Jurisdiction
Trademark classes: Total 3
Countries: 1 country
Languages: 2 languages
Validation types: Localised language, International Language, Trademark Identical, Google, URL
International Standards Implemented: ISO 639-2
BACKGROUND
In the Summer of 2022 Adam and Clay sold their incredibly successful home automation business of five years standing, Zego (IoT), named by Appella, and came back to us for a name for their new project. This was to be a modern recruiting, training, placement and career platform, aiming to solve the U.S. skilled trades labour shortage.
PROJECT
Initially, we considered names close to the competitor set range to clearly resonate with both skilled trades people and potential employers. We also wanted the name to be a memorable and purposeful image. We looked in a number of areas and found that metaphors ticked all these boxes and elicited the best response from Clay and Adam. It can take time to adjust to viewing names for one’s pet project. You want flashing lights and you get words and font.
An additional consideration lay in that the name had to cover all the areas of attracting employees but also employers, training programs and career development. So, having presented a document set comprising a presentation and various tables of validation and shortlisting at which point Adam and Clay picked and preferred Trade Foundry along with other contenders, it was only after a second round master list of 1000+ names had been filtered and checked that Trade Foundry was confirmed.
