Naming & Identity2018-02-16T01:40:48+00:00


GeneXusUSA | Chicago, IL


Starting with a rare blank slate, this Chicago-based agile app development group wanted a completely new name and identity for their custom software services business, split out from their software tool. After reams of research, more than 450 names — and spirited team debate — the perfect fit emerged.


To get to the core of what makes GeneXusUSA app development great, Oncore Strategy facilitated an all-day workshop in Chicago with the GeneXusUSA owners and marketing team. Together we generated more than 450 potential service names. A shortlist of finalists were scored and evaluated for trademark and domain availability. With all the data in, and soul searching complete, “TangoCode” rose to the top as the perfect mix of irreverence and innovation.


  1. The company culture is intensely collaborative in their client-developer process, so “It takes two to tango!” fit our new tagline: INSPIRED BY CLIENTS, DRIVEN BY TECHNOLOGY.
  2. A great backstory: Our research uncovered that Montevideo, Uruguay, is considered the birthplace of the tango dance circa 1880 — and one of the founders is Uruguayan and the company nearshores their dev teams out of Uruguay.
  3. A super sticky name with the domain available (for a reasonable fee). Not so easy.

Oncore Strategy also crafted new authentic service language and a unique positioning statement, as well as designed the new logo and brand guide.


Discovery Workshop | Naming | Brand Development | Positioning Strategy | Company Brand Story | Logo Design | Brand Guide | Tagline
Website credit: LANDAPIXEL.COM

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