Black Mercury
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Global Brand Identity

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Adapt Worldwide

We created a new name and designed a global brand in record time.


STRATEGY / NAMING / IDENTITY / BRAND

Traffic Optimiser helps clients grow their business both at home and abroad via multilingual digital marketing. In 2015 they became part of the Welocalize Family of Companies which spans over 1500 people across 22 offices in 13 different countries. Black Mercury was brought in to create a new name and identity for the company during the acquisition and transition. The new identity needed to be unique, portray the personality of the organization, it’s products and services, fit into the Welocalize global family and continue to build a positive perception in the minds of the customer base. No easy task to begin with, made more challenging considering we had a month to come up with a solution so the new name and identity could be rolled out at the time of the acquisition announcement.

After many collaborative naming exercises with the client, we ultimately landed on the name Adapt Worldwide which represents their core service offering – adapting words, visuals and media between languages. The identity and brand was further developed through a series of visual expressions, moodboards and media mockups. Furthermore a styleguide was developed to provide a structure for the new brand as it was rolled out into different mediums.

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