Prime Chuck Creative | Critical Logic

Concept, copy, brand, naming. From marcom to advertising, Prime Chuck Creative is a valuable, complementary creative resource for agencies and clients alike.

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Critical Logic

Function: Naming

About This Project

Functional software testing experts SPT (Software Prototype Technologies) needed a more compelling name. Without the marketing budget of IBM, they were just another acronym in the alphabet soup.

Prime Chuck Creative was asked to create a new name. So we took a good look at what SPT stood for.

Their solution:

Applying scientific methodology to the analysis of functional logic to streamline development and produce bug-free software.

Their approach:

A critical review of software requirements right from the first stage of development (rather than testing after) to clear up all misunderstandings and address core problems.

We presented them with a name that captured their unique solution and approach plus a slogan, which could serve as a tagline or header:

CRITICAL LOGIC, Right from the Start

Ten years later, the company is thriving and continues to use the name and slogan.