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Description: Mistra is a direct marketing company which uses a new technology called “Purl”. Purl can create personalized mail and email campaigns for each and every client stored in a company's data-base. The software analyzes the company's database and finds paths among its clients buying habits. Our client already picked the name Mistra. Mistra is a pretty name but also is a serious handicap to effectively communicate what the company is all about since (as for Apple), the name doesn’t relate at all to the nature of the client's business. In such cases, the challenge resides in creating a strong storyline behind the name and its visual representation that will justify its use. Besides being a pretty word, Mistra is everything but meaningless. It is also a Greek fortified city founded in 1249 to protect Sparta during the crusades. The name then hides a possible creative direction, through its medieval heritage and its rich iconography. Since medieval age is filled with heroic battles, we can easily find a common ground between marketing and middle age through the word “strategy” (as in "military strategy" and "marketing strategy"). Using chess as a theme, then effectively express the medieval roots of the name and the strategy the nature of their business.
As seen on: Big and Bold on Branding
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