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CASE STUDY

Case Study 5

Where They Were​

As HotChalk, the company earned a reputation for providing services to educational clients that had become increasingly commoditized over time. On joining Bertelsmann Group, the company wanted to dispense with the baggage of its existing name to convey that it was a new kind of innovation partner for Higher Ed.

What They Needed​

Discovery revealed that while the name should avoid overused terms such as “Learn” it should also not feel trendy or overly startup-like. It needed to be open-ended enough to apply to a comprehensive offering, and should avoid any terms associated with obsolete ideas or paradigms. The company also wanted a name they could own as a .com.

Name​

Versidi is a coined word that draws inspiration from both university and versatility to suggest something new in the realm of Higher Education.