Nuri.com Brand Building by LIT Creative Berlin
TL;DR: The Berlin agency LIT Creative rebranded Bitwala as Nuri, so it speaks to far more people than crypto users. The name was picked because it is simple, inclusive and available, and the process was never a straight line.
This is a summary of a video by the Berlin agency LIT Creative, where they talk about how they built the Nuri brand.
The client was called Bitwala before, and it wanted a big change of the brand, so it speaks to a lot more people and not just to crypto users [03:02]. The agency says the process went back and forth a lot and was not a straight line from one step to the next [04:16]. They picked the name Nuri because it's simple, it's inclusive and it was available [07:16, 10:20]. The ideas that set the direction of the brand were bold typography and the feeling of growth, positivity, optimism and diversity [25:10].
At the end the agency shares what they took from the project [30:36]. Never underestimate the client. There is no perfect process. Build one brand that holds together and not a Frankenstein made of parts that don't fit. Always tie the branding decisions back to the strategy and the vision. And make decisions together and then see them through.