Background
A group of Marriott top executives needed a new identity for the upcoming launch of a new financial services company.

Assessment
At our Kick-Off Meeting, we led the leadership team through an assessment of the company’s strategic goals, industry dynamics, and unique benefits.

Ideation
Through our customized Strategic Framework, the NameLogic team created a variety of directions for our name exploratory. We also conducted our pre-clearance trademark screen and linguistic analysis to hone our list.

Selection
The Marriott team determined that the best benefit-driven name was Crestline Capital because it had peak performance credentials rooted in nature imagery; literal and figurative advantages that set them apart.

P.S.
Crestline Capital had a successful launch on the NY Stock Exchange and was later acquired by a large financial services company. The name and identity lived on, and later resurfaced in its' current form as Crestline Hotels & Resorts: www.crestlinehotels.com.