GLOBAL REBRAND NAMING DEVELOPMENT, BRAND STRATEGY, IDENTITY DESIGN & CONSULTING

Naming Development
Tonic Branding was solely responsible for the comprehensive naming strategy and development of the Atana name (formerly known as Royal HaskoningDHV South Africa). I evaluated multiple naming options, presenting a detailed list of pros and cons to support informed decision-making. Each name was backed by strong creative rationale, ensuring alignment with the brand voice, positioning, and long-term vision. Legal viability was assessed through due diligence, including internet scans, domain availability checks, and preliminary IP searches. A compelling narrative outlined the inspiration and strategic thinking behind the name development, establishing a strong and authentic naming foundation.

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Brand Identity Development
Laid the foundation for the development of Atana’s visual identity and collaborated with agencies and freelancers to bring the project to life.

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Consulting
Contracted as a consultant for the duration of the project, from July 2023 through to the launch in July 2025. My role included consulting on the overall planning and rollout of the project, as well as reviewing deliverables and industry benchmarks.

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Facilitation and Creative Thinking
Developed, designed, and facilitated workshops with internal stakeholders and staff to gather insights used in the development of the new brand. These insights informed the brand strategy, and supported the evolution of Atana's culture, values, and norms.