Marcie

Smart Columbus is shepherding a Community Information Exchange from concept to reality. The initiative allows residents to access health and human services from one place.

Our client wanted to know

How do we design a brand with a community, not just for it?

We built community governance into the naming process from day one.

Through stakeholder interviews and workshops, we identified the brand attributes that mattered most across audiences. Those insights became the foundation for a phased testing framework that helped narrow more than 500 potential names down to one.

Naming isn’t about instant reactions—it’s about lasting resonance.

Strong names reveal their value over time, so we evaluated each option against a rigorous set of criteria. We also tested names with non-native English speakers to identify confusing translations or unintended associations. Altogether, more than 500 people participated in the evaluation process.

One name consistently stood out: Marcie.

Because these services are often shared through word of mouth, memorability became a critical factor in the final decision. Marcie consistently sparked the most conversation and recall among participants.

The identity was designed to connect people to services—and motivate action.

The brand was refined through multiple rounds of evaluation with internal and external stakeholders, making sure it hits on the identified brand priorities. The final identity emphasizes connection, accessibility, and action. Every element—from the language to the visual system—was designed to feel approachable, easy to navigate, and centered on the people the initiative serves.