Faction, Inc., formerly known as Peak, approached Relish to support their rebranding efforts. Prior to Faction, the company was named PeakColo. As the old name implied, Faction offered colocation services before refocusing its efforts as a cloud enabler and dropping “Colo” from its name.
Faction, Inc’s largest challenge, when they were originally named Peak, was that their companies name did not give them the ability differentiate from other companies that had a similar name. At the time, there were several companies in the tech space with names that include ‘Peak’ - the most troublesome being Peak 10, a managed services, cloud, and data center provider. Faction Inc needed to create a new brand name and strategy to separate itself from their competition.
During the intake period, Relish worked with the company to identify the core mission and priorities of the company. Once understood, Relish worked on identifying different words that would provide a strong and succinct summary of the business as well as names that would define the company as well as give them a strong differentiator from their competitors. Once Faction was decided upon, Relish continued to create all new branding content including a new logo, collateral and online content that helped Faction gain traction and momentum with its customers as it rolled out its new identity.