Nutrient
Problem
Following exponential growth and four strategic acquisitions, PSPDFKit faced the challenge of uniting its diverse document processing and workflow automation technologies under a unified brand. Their continued growth and innovation required a name that aligned with their brand mission: to transform lifeless, disconnected documents constrained by outdated usecases, into dynamic, intelligent, and secure experiences and workflows. Ultimately evolving the way people experience and interact with documents.
PSPDFKit asked Lexicon Branding to develop a new corporate brand for the company. A name with high memorability and distinctiveness in the category. After a series of conversations with the management team, Lexicon developed a creative framework which set the standards for both creative development and selection of leading candidates. Among the criteria – a real word if possible, an idea that would lead to associations with humanity, vitality, and growth, but not too great a leap from the world of documents.
Using a combination of small creative teams and structural linguistics, Lexicon created dozens of solutions and then worked collaboratively with the client team to both select candidates and develop new creative directions. Lexicon trademark team evaluated the leading solutions and used Lexicon proprietary software to evaluate the names for memorability and distinctiveness. The result: Nutrient.
Solution
Nutrient symbolizes the foundational building blocks that modern business ecosystems are built on, the “nutrients” that empower developers and IT leaders to create seamless, scalable, and secure document experiences. Just as nutrients fuel, repair, and protect life, Nutrient empowers developers and businesses to evolve beyond traditional document processes. To align with the brand, a new product naming structure was developed to align products from five legacy brands into one consolidated platform of document solutions. Nutrient’s comprehensive platform now serves over 15% of Global 500 brands, accelerating digital transformation and enriching user experiences worldwide.
Naming a company is unsurprisingly a deeply personal and difficult process. Lexicon recognized this yet also brought a scientific approach that helped us think critically, ensuring every option was analyzed through the lens of linguistics and the holistic story we wanted to tell. Their process challenged us to think outside the box and consider something unique — something that makes people stop and think. With Nutrient, we achieved exactly that: a name that perfectly encapsulates our vision and fuels our collective passion for innovation in the document space.
Other Technology Case Studies
