The challenges & opportunities
How does a complex tiered naming system maintain its clarity?
How can the insight of an industry with little to no unique names be leveraged?
How can the Deloitte story be conveyed through a naming system?
Deloitte required a product nomenclature system for a RegTech solution that could cascade down through portal, platform and service levels. The names needed to accommodate prefixes for common RegTech terms like AML (anti-money laundering), and work as a unified system inspired by a clearly articulated conceptual territory.
With consultancies and other competitors big and small launching their own RegTech services, our preliminary research revealed a playing field with surprisingly few unique names in use. As a result, we turned our sights to financial crime itself, exploring and generating associated yet evocative terms that would serve as the foundation of the new naming system.
- Competitor research
- Competitor naming matrix
- Terms associated with financial crime
- Terminology flip
- Conceptual territories
Our findings showed that most RegTech platforms depended on the main corporate name to do most of the heavy lifting brand-wise, while others featured names that involved a wall of dense terminology. To cut through the impenetrable territory of RegTech, we aimed to highlight Deloitte’s strength of simplicity in the naming process and subsequently, the final nomenclature system.
We rendered the usual terms associated with financial crime in a positive light, creating new ideas that not just echoed the core of RegTech, but also articulated a brand promise of seeing through complexity.
The ideas were filtered to form five distinct territories that would illuminate Deloitte’s path forward in the RegTech space.
From these five territories, three were selected for further development and refinement. Names were generated against these three and brought to life through simple mock-ups that were aligned with Deloitte’s visual brand language.
A final round of refinement helped nudge the thinking a little further and support a recommendation to the Deloitte RegTech team.
Super! Great Job.