Giving a spin off a clear purpose

Sensata TechnologiesWhen Texas Instruments was preparing to spin off its sensors and controls business, they needed a name that felt big and trustworthy, close in to sensors and controls, but still had an evocative feel.

I led the effort with the client, found a name they could rally behind and worked closely with design to bring these close-in names to life.

Not only did they adopt the name, the effort went so well, it led to nomenclature, brand positioning, design and even more engagements with the Texas Instruments master brand as well.