• Naming
2020 - en cours

In 2018, XYZ Cultural Technologies launched a new division focused on the creative aspect of large-scale multimedia events, in which they specialize. In collaboration with their strategy agency Folk, we were mandated to find a fun bilingual name for the company’s new creative arm. With clients from around the world, there was a real concern to stand out from the competition and position themselves as an original tech firm.

Thus, we stayed close to the essence of their mission with a simple and evocative word : Cadabra. It’s a cut-down version of the popular spell (abracadabra) that clearly communicates how they work their magic to turn simple stories into unforgettable spectacles.


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