Naming with Purpose

We knew from the DEFINE stage that we wanted a name that reflected a commitment to customer advocacy. We created a naming exercise built around conceptual themes with etymology and rationales for each candidate. The ancient Greek word "Sotíras," translating to protector, resonated with the team. From there it was a short leap to Sotyra - and the brand was born.

The Champion's Flame

From there we defined persona, voice, and positioning leading us to everyone’s favorite stage DESIGN. Something that came up often with the team was the desire to steer clear of the familiar tropes of cloud computing. Instead, building off of the concept of the champion’s flame. This flame concept is reflected in everything from the shapes to the color palette.

Imagery that Speaks Volumes

Another challenge for Sotyra was finding unique imagery to represent the abstract concepts of cloud computing while avoiding the same boring stock used over and over in the industry. We produced custom imagery using the concept of particles and light to represent data. This allowed for unique, custom images, adding to the premium, established feel of the brand.

A Distinctive Brand, Illustrated

Much like the background imagery, the start-up budget constraints made custom illustrations a challenge. By developing a MidJourney style we leveraged over multiple prompts, we were able to produce bespoke visuals that enhanced the brand's imagery. This strategic choice not only sets Sotyra apart but also aligns perfectly with our budget considerations, proving that custom, thoughtful design can coexist with financial pragmatism.

Activation and Implementation

Finally, we dove into ACTIVATION, producing detailed Brand and Voice guides to help the team execute the new branding along with several template build-outs for presentations, sell sheets, web mocks, and marketing collateral.