What’s in a name?
The naming of Daymark - Portland, ME.
It's amazing how crucial a name can be. It plays a monumental role in a brand's growth and perception, meaning it can completely make or break a company. For every company whose name becomes an entrepreneurial landmark – Apple, Uber, Google, etc. – there are countless whose names don't properly reflect the brand, and the company suffers because of it. We know the sheer power a brand can have, and when a name is the face of the brand, getting it right is absolutely crucial. For this part of the project, we partnered with a branding agency name Proverb, who went through the following process:
What makes a good name?
Meaningful. Will it make people think? Will it make them feel something?
On message. Does it align with a strategic idea?
True. Does it reflect the values of our brand, building and neighborhood?
Approachable. Is it familiar enough to be adopted?
Memorable. Is it unique enough to be remembered? Will it stand out from our competitors?
An authentic name that creates desire, includes insights on all of the following: place, culture, product, audience and competition.
A CITY AT SEA Portland is a city defined by the sea—it’s even in the name. Surrounded on three sides by the ocean, it has a rich maritime history of sailing, trading, and shining brightly in the face of uncertain waters. Inspired by the mystery of the ocean—and those who seek to illuminate it—each of these names is an unwavering beacon, guiding residents home.
A little more about Proverb:
“We partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Our work connects with smart, sophisticated audiences, stands out from competitors and creates lasting value for our clients.”
Portland, ME
The largest city in Maine, is recognized as the state’s economic and social center. Situated on a peninsula located along Casco Bay, the city is known for its heady mixture of artistic and outdoor adventures. This coastal city offers a unique array of neighborhoods that feature a contrast of historical charm and blossoming renaissance. Over the past several years the Portland Condo Market has experienced substantial growth. In 2018 the average condo sale prices on-peninsula rose 6.6%, and a 20% increase in 2017.