Catamaran

Splitting an agency and naming a new era

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For a decade, Confidant built a reputation as a powerhouse in PR and creative. But when leadership decided to split the agency into two independent firms, the PR wing faced a high-stakes branding crisis: how to move forward with a fresh identity without losing the "Confidant" equity they had spent ten years building.

We partnered with the PR leadership team to ensure their new name didn't just feel like a restart, but a strategic continuation. Our goal was to start building an identity that signaled a sharpened focus while honoring the team's seasoned expertise.

Define

Our discovery focused on building a rigorous naming criteria framework. The central requirement was finding a "meaningful throughline" — a name that could carry the trust of the old brand while defining a new era of independence. We generated over 300 name candidates, filtering them through our criteria and preliminary trademark reviews. We needed a name that felt practical and no-nonsense, avoiding the generic tropes of modern "disruptive" agencies.

Design

After weeks of internal debate and a few changed minds, the team landed on Catamaran. The metaphor resonated as both an ancient technology and a high-performance modern vessel. The dual-hulled design perfectly mirrored their "side-by-side" philosophy of client partnership, suggesting a firm that provides stability through symmetry.

Deliver

We delivered a new name that allowed the agency to launch with immediate momentum. By replacing "Confidant" with a name grounded in the metaphor of partnership and resilience, we made sure the transition felt earned. Catamaran is now positioned as an expert bridge for their clients — a seasoned partner built to navigate the complexities of modern communications with a steady, dual-hulled hand.

The transition from Confidant to Catamaran proves that a rebrand is most successful when it's treated as a thoughtful evolution. By identifying the "soul" of the old agency and giving it a new, more accurate vessel, we've empowered Catamaran to lead as a specialized, "side-by-side" advocate for the next decade of their impact.