Naming and identity for Metricflow
A new name, story and visual identity for a startup leaving stealth mode. A case study by Sofia Almeida, Brand Identity Designer.
Challenge
The founders of Metricflow, a revenue analytics platform, were using a working name with trademark conflicts and needed a real brand before launch.
Solution
I led a naming process with trademark screening, then built an identity around the chosen name: symbol, wordmark, colour, type and a launch toolkit.