MXG Team were in dire need for a rebrand, so Team Soapbox took on the task.
So, why CLAY?
It’s very suggestive of what they do. They take fundemantal materials and use them to create other, greater things for their clients, just like a potter.
Phonetically it’s clear, familiar and unambiguous. Very un-techy, very simple and clear. Being short, distinctive and clear makes the name more memorable – a very important quality for the brand.
The team: Jenny heolin, Observatory and ReedWords