Sprig (Formerly UserLeap)

Problem.

UserLeap offered a new way for innovative companies to understand their customers’ experiences. Their method and messaging was fresh, but the name “UserLeap” did little to create distance from established user research companies. How could a name help to signal an entirely new research approach and build appeal among the company’s contemporaries and clients – brands like Square, Loom, Ease, and others.

Solution.

When challenging a big, clunky incumbent, keep it short, simple, and fresh. Sprig says “nimble research, faster analysis, streamlined process” without overtly saying any of that. A name that draws a clear dividing line between the past and the future: The old or the new. The traditional or the innovative. The slow and boring ways of doing user research or Sprig.

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