Velociti Services

Argenbright Holdings sought to rebrand their custodial service company JanCo + Facilities Services. They wanted to shed the stigma of the blue collar janitor and instead become recognized as a sophisticated, tech-forward, and human-centric brand that folks could depend upon to maintain health and safety. Through a naming exploration of descriptive names built from word banks, benefit name building processes, feelings name chains, and individual category explorations, the team and I culled through over 300 names and helped Argenbright rebrand JanCo as Velociti.