New name for an employee platform that lets everyone benefit

How do you choose a brand name that connects a great modern compensation and benefits platform with an audience that is international, diverse in age, interests and profession?

Despite the original name, YourCampus was not about education. It has alwas been an employment and compensation platform. And not just any one, but the most complete, modern and accessible – and that for employees of different ages, with different expectations, in different industries.

The idea behind the name YourCampus was: let the company you work for be a place that’s yours. Your home. Your campus.

But there was a problem: a campus doesn’t mean the same thing to everyone. Many people thought it was only for students, while the brand was spreading its wings and had to broaden its audience with a simple name that felt good for everyone and didn’t raise any misconceptions.

Increase well-being and boost morale

Design agency Verve developed the core promise. The idea was to help clients be the most attractive employer in today’s market. This means letting employees choose their own terms of employment so they experience the highest satisfaction and feel the most engagement at the lowest cost. This is a win-win situation to increase well-being, boost morale and add to a positive workspace culture.

How do you translate that to naming? Globrands took the organisation through a naming journey in two phases. First, we looked at name ideas in three areas: what you get, how you feel, and what is shared.

We discussed a variety of names and realised that the most important thing to convey through the name is how you feel. The emphasis would be on happiness, togetherness, and a personal approach.

The preferred tone was simple, friendly, and open. It was also interesting that it wasn’t too literal. The name should not promise anything specific to just one group of people. It should evoke a feeling that everyone can relate to.

A simple abstract name that perfectly reflects the story

Alleo is a name that suggests inclusivity, progress and positivity. It has an open and friendly tone. The explanation line is simple: “All earnings optimised”.

This is a good example of changing a company’s name when it is growing and ready for the next stage. As a reader, what do you think about your brand’s naming? Is it moving your brand forward, or holding you back?

Florian Gendrault, CEO:

“With Alleo, we found a name that stuck with almost everyone immediately, and with a meaning: all earnings optimised. We are incredibly excited about the result and look forward to a bright future for Alleo, our partners, customers, employees, and shareholders!”