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IncentiLock – Branding

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Case Study

Brand Development

IncentiLock: Developing a Go-To-Market Solution

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IncentiLock – Branding


Vancil Brown hired Obata to develop a new website. Upon review and market analysis, Obata recommended renaming and rebranding prior to site development.

About the Client

Vancil Brown, a small-tech start up, developed a unique, and secure, web-based benefit calculation and incentive tracking solution.


To determine key brand attributes and differentiators to position, name, and brand the company’s current and future product mix and to launch a new line of products through it’s new website.


  • Discuss the strategic aspects of the company with a lens to its future
  • Use this strategy to formulate a brand architecture based on the needs / interactions of the customer and challenge their go-to-market strategy
  • Define key attributes and messaging, prioritizing for simplest communication with potential customers
  • Explore potential naming opportunities




  • Through a series of progressive workshops led by Obata, we collaboratively articulated their brand personality, differentiators, and successfully shifted their product naming to a go-to-market strategy based on a customer-centric model.
  • Naming approaches focused around the function of the product offering – IncentiLock – maximizing credit and incentive asset benefits. A brand architecture and naming system established future product offerings and URLs were secured.
  • Presented a series of creative identity system options, and produced all identity assets for digital and print launch materials.
  • Created a product offering infographic that quickly highlighted key benefits.
  • Designed a simple yet dynamic responsive website visualizing and introducing IncentiLock and its initial branded product line.