The work we delivered
Ideaworks make software. They operate in a crowded space and don’t have the resources of some of their bigger competitors. But they are smart and energetic – and they needed a brand for their multi–platform software that punched above its weight. We called it Marmalade.
Marmalade is an ingredient brand. Call of Duty is great to play on an iPhone because of Marmalade. It makes it easy for developers to spread their applications and games across platforms (smartphones, PCs, Macs).
It was essential that the brand communicated movement, adaptability and momentum along with a certain European flavour, something the client wanted so that they would stand out from the big American brands.
It was also critical that the brand worked well alongside corporate partners – standing out but also complimenting the partner brand. The “Made with” tagline perfectly sums up Marmalade’s strength as an essential ingredient.
Why the client came to us
Creating a name for an existing business is always difficult – it’s like someone renaming your baby. On top of this, Ideaworks operate in the software category – which the IP lawyers understatedly refer to as “very busy”.
To deliver the right name in time for their re launch, we worked in a creative way with the lawyers and involved them early in the process.
Light bulb moment
Get a really good, brand-savvy IP lawyer, quickly. If you can find one that values creativity and can manage the clients’ aversion to risk you can deliver a bolder solution.