A successful mobile services company in Korea named FEELingK began its plans to expand to the West in 2011. They hired staff in the states who hired me to help them develop their brand, naming and a new website. We wanted to maintain their heritage as a Korean company–especially because South Korea is known as such a leader in mobile technology–but we also wanted to “globalize” their brand and voice.
The top executives did not ask for a new name, but I knew that the name and presentation of “FEELingK” provoked more confusion and questions than a sense of global reliability. I proposed a shift to the abbreviation that they themselves used internally “FLK.” We added the tagline “Simply connect.” because it resonates for the full range of their product line whether selling to carriers or consumers while also broadcasting the benefits of their offerings as easy-to-use or making life more simple. The new branding was approved and we moved on from there to new design, new naming conventions, brand guidelines and messaging.