Create an umbrella storyline for the Risk group that would elevate this business unit in the minds of its consumers who often confuse them with parent company, LexisNexis, whose offerings are legal.
I first did an analysis to make a recommendation on what value proposition to base this storyline. We studied competitors, customer feedback, social comments, surveys and identified that the real differentiator is to humanize this numbers based industry.
What we did next was to use the value propositions as a departure point and layer that with the humanization to come up with our naming pathways.
We landed on 3 storyline pathways: The Future (Futurenomics); People Not Products (Data Made Human); Results (Riskography).