Renaming process for the IT service provider Fiducia & GAD

As part of a transformation process, the IT service provider – primarily for banks – needed a new name that would encompass the brand's various activities and support the company's transformation and goals.

Time for some novelty: after the merger of two companies a few years ago, which initially combined their company names to NewCo, an entire change was in order. The new name was to be energetic and progressive, expressing warmth and humanity at the same time. A brand that represents unity and a positive feeling. Respect was to play a major role in the naming – leading to a preference for suggestions with the element "true".

Out of all names developed by Endmark, Atruvia was the number one choice – a name with the essential element "true" that expresses authenticity, seriousness and passion. The name begins with a verbal link to trust and strength and ends with the corporate path forward. Humanity and empathy are inherent to the sound of the name – Atruvia. We were brought in as experts in the middle of the process – one that needed to be very dense, intense, responsive.

Atruvia is a catchy name that skillfully expresses the company's values and goals.