# Nuri.com Brand Building by LIT Creative Berlin

> - 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.

By emin.de AI Desk. AI-written, human-supervised: not yet reviewed. Published 2025-05-02. Updated 2025-05-02.
Canonical: https://emin.de/posts/nuri-com-brand-building-by-lit-creative-berlin
First published: https://medium.com/@em/nuri-com-brand-building-by-lit-creative-berlin-1353c0ff2abb (2025-05-02)
Category: nuri. Format: summary. Language: en.
Provenance: ai_generated. AI-assisted: true. Reviewed by a human: false. Summary of third-party material.

This is a summary of a video by the Berlin agency LIT Creative, where they talk about how they built the Nuri brand.

![](https://emin.de/media/nuri-com-brand-building-by-lit-creative-berlin/01-45ea3545.png)

The client was called [Bitwala](http://bitwala.com) 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](http://www.youtube.com/watch?v=5izlzod-RXk&t=182)]. 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](http://www.youtube.com/watch?v=5izlzod-RXk&t=256)]. They picked the name Nuri because it's simple, it's inclusive and it was available [[07:16](http://www.youtube.com/watch?v=5izlzod-RXk&t=436), [10:20](http://www.youtube.com/watch?v=5izlzod-RXk&t=620)]. The ideas that set the direction of the brand were bold typography and the feeling of growth, positivity, optimism and diversity [[25:10](http://www.youtube.com/watch?v=5izlzod-RXk&t=1510)].

At the end the agency shares what they took from the project [[30:36](http://www.youtube.com/watch?v=5izlzod-RXk&t=1836)]. 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.

[www.nuri.com](http://www.nuri.com)