IT one

One of the most common tasks that LINII helps IT companies to solve is developing a name for a new company that has recently separated from a large company — a leader in the IT industry. Such projects are somewhat similar to renaming projects: the old name has a noticeable influence on the choice of a new one.

It was with this task that a company that was planning to enter the IT market approached us in September 2020.

More than one and a half thousand specialists moved from the parent company to the new one, and in the coming months the company planned to recruit about the same number.

At the briefing, the customer drew our special attention to the fact that the company's employees should be comfortable with the new name, and the people from the industry whom they would headhunt would like to come to work for a company with this name. And we understood that this was not an easy task, because the people on the company's staff are very different and they could be conditionally divided into five types:

– Programmers, key specialists who write code. Modern programmers bear little resemblance to the stereotype that once existed: now these people are open, mobile, free, advanced.

– The second most important specialist is an analyst, he analyzes business processes. These people are sociable, reasonable, very mobile and active.

– Testers. These are very meticulous and pedantic specialists, there are about 20% of them.

– Managers who set up the infrastructure, the environment. In terms of type, they are somewhat similar to both programmers and testers.

– Back office.

The new name should have evoked a positive response from all these different psychological types.

In addition, the name should have been:

⁃ in Latin, but easily and clearly transliterated, since the company previously focused on foreign markets, but the key clients were large Russian companies; ⁃ evoke associations with the IT sphere, software development, high technologies, promptly provided services of the highest quality.