RUME: A Post-Pandemic Rebrand

*In Three Weeks

As we shifted back into “normality” Covid Rapid Testing Clinic was faced with a new challenge; how to stay afloat after the demand for their singular product began to diminish. So, as they pivoted and became a one-stop shop for all types of rapid result testing — I was tasked with creating a new identity to go with it. 

And so, Rume was born. Delivered to the client in just three weeks it took over 150 hours of ideation, over 200 name variations, and a lot of out-of-the-box thinking.

Brand Evolution

Brand Name

Brand Purpose

Brand Applications

Iteration Rounds

Creating, refining, and choosing a new name and look took only three rounds. I attributed this to only presenting names we felt truly captured the vision of the client: “Something new, expansive, unexpected yet relevant.” Names spanned a plethora of categories including: Latin, animals, mythic beings, medical terms, human names, and colors.

Voice & TOne

Following the naming exercises, I created voice, tones, and personas for the final three options. Each of them featured a different element of the brand but all of them adhered to the new-age, modern, and punchy style that the client had requested. Rume was a clear winner that everyone felt a house of brands could be built around.

Radio Spot

As part of my own principle of over-delivering on the initial ask, I created a series of radio scripts (the client’s favorite form of advertising) to really illustrate the power of the new name as well as begin to build a level of comfort with it. I think this added touch is what eventually won them over, you can read it here.