Tech company naming and brand positioning

Background & Challenge

Since 1994, Barcodes Group has provided end-to-end solutions for optimizing business operations. With 84% of Fortune 500s served, the company spans every sector. From restaurants to offices, the company plans, finances, builds, deploys, and manages complex systems such as barcoding, printing, security, and point-of-sale. But although the Barcodes name was easy to remember and squarely placed the company in B2B tech, it suggested a limited range of services and referenced a system developed in the 70s rather than the leading-edge technology the company offers. 

Catchword was engaged to develop a parent brand identity to encompass all that Barcodes does today, one that solidifies market presence, unifies internal audiences, and can grow with the company. With 200k+ customers and more than 750 employees worldwide, the name needed to be internationally intuitive and globally ownable. And an exact .com domain name was strongly preferred. 

Positioning & Naming the Brand

Working closely with the client team, we identified audiences, the competitive landscape, and the brand elements to guide our creative exploration. After two rounds of name development, the client selected Levata (Latin and Italian for “raised,” “rising”). Inspired by the Italian phrase levata del sole (“sunrise”), the name expresses how the company elevates its customers’ operations with illuminating, future-facing strategies and technology. The exact .com domain name was acquirable, and the name offered extensive opportunities for messaging/campaigns (e.g., Elevate Your Business).