Case Studies & Results | Emaginit
Real results from real engagements. See how we've helped organizations transform their brands.
Sofa Express: Campaign Development Success
Client: Sofa Express | Industry: Retail Furniture
Challenge
Sofa Express needed multiple creative advertising campaigns to drive retail traffic and differentiate in a competitive furniture market.
Solution
Emaginit delivered a massive creative output: 645 corporate and product positioning statements from which the client selected 50 for their campaigns. The campaigns included taglines like 'Don't Just Sit There... Sit Here!', 'Where Sitting Gets A Standing Ovation!', 'Our Masterpieces Come On A Frame!', 'We Specialize In Beauty,' and 'Free-Nancing.' This volume of creative allowed Sofa Express to maintain fresh advertising across seasons and channels.
Results
The campaigns drove significant store traffic and brand awareness. Sofa Express praised the work: 'Give him a topic. His ideas are always sometimes off the wall, sometimes right on the mark, and always thought provoking. We recommend him highly.'
"Give him a topic. His ideas are always sometimes off the wall, sometimes right on the mark, and always thought provoking. We recommend him highly. — Sofa Express" - Sofa Express
Tinseltown USA: Creating an Entertainment Brand
Client: Tinseltown Theaters | Industry: Entertainment
Challenge
A new theater chain needed a name and brand identity that would evoke the glamour and excitement of Hollywood while feeling accessible and fun for family audiences.
Solution
Emaginit developed 'Tinseltown' and 'Tinseltown U.S.A.' as brand names that immediately evoke the magic of cinema and the entertainment industry. The names leverage the classic Hollywood association of 'Tinseltown' while adding warmth and Americana through the 'U.S.A.' extension.
Results
Tinseltown became a recognized entertainment brand with strong consumer recall. The name's inherent storytelling quality reduced marketing costs by creating instant brand recognition and emotional connection.
"The Tinseltown name gives us instant brand recognition that would have taken years to build with a generic name." - Tinseltown Theaters
RunWise: Product Naming for Parker Hannifin's Hybrid Drivetrain
Client: Parker Hannifin Corporation | Industry: Automotive / Clean Technology
Challenge
Parker Hannifin needed a product name for their innovative hybrid refuse vehicle drivetrain system that would communicate efficiency, intelligence, and environmental responsibility to fleet operators.
Solution
Emaginit created the name 'RunWise' — combining the concept of operational efficiency ('Run') with intelligent technology ('Wise'). The name immediately communicates the product's value proposition: smarter, more efficient fleet operations. The name cleared trademark and resonated strongly with the target audience of fleet managers and municipal decision-makers.
Results
The RunWise drivetrain was deployed in hybrid refuse vehicles across Florida fleets, with the name becoming synonymous with clean fleet technology. The Xpeditor E3 vehicles powered by RunWise demonstrated significant fuel savings and emission reductions.
"The RunWise name perfectly communicates what our product does — it makes fleets run smarter." - Parker Hannifin Corporation
Aleris International: Naming a Global Aluminum Leader
Client: Aleris International | Industry: Aluminum Manufacturing
Challenge
A major aluminum company needed a new corporate identity that would communicate innovation, precision, and global capability across international markets while supporting its growth trajectory.
Solution
Emaginit developed the name 'Aleris' through our intensive naming process, creating a name that sounds modern, technological, and globally accessible. The name was vetted for trademark clearance in all target markets and tested for linguistic appropriateness across cultures.
Results
Aleris International grew to rank 85th among the 212 private companies in the U.S. with at least $2 billion in annual revenue, reaching $4.12 billion in revenues. The distinctive name became a strong brand asset supporting global expansion.
"The Aleris name perfectly captures our identity as a global materials innovator." - Aleris International
Materion: Renaming an 81-Year-Old NYSE Company
Client: Materion Corporation (formerly Brush Wellman) | Industry: Advanced Materials
Challenge
An 81-year-old publicly traded company needed to transform its identity from a legacy metals and mining producer to a recognized leader in advanced enabling materials. The existing name no longer reflected the sophistication and breadth of their product portfolio.
Solution
Emaginit created the name 'Materion' — a distinctive name that communicates materials science innovation and global capability. We worked closely with the leadership team to develop a name that would clear trademark worldwide, resonate across international markets, and support the company's transformation narrative. The name was selected from hundreds of candidates.
Results
Materion Corporation rang the NYSE Closing Bell to celebrate the name change (NYSE: MTRN). The rebrand helped reposition the company as a supplier of diverse advanced materials. Customer perception surveys showed a 34% improvement in brand relevance. The company later won the prestigious REBRAND 100 award.
"Good to hear from you! Bet you thought we would never pull the trigger on your name, Materion. We will reveal our new logo on March 8th, hope you like it! — Patrick Carpenter, VP Corporate Communication" - Materion Corporation (formerly Brush Wellman)
About the Author
Daniel Moneypenny
Founder & Chief Creative Officer
For more than 35 years, Daniel Moneypenny has offered corporate and brand positioning, naming, promotional campaign development, and brand ideation services. Army paratrooper veteran, Empire State Building Run-Up champion, and one of America's leading networkers.
Works at: Emaginit
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