Challenge: Live Current, formerly Communicate.com, is a new media company that develops online destinations for large, passionate existing communities. Prompted by a name change, the company came to Kaldor in early 2008 to create a brand that would symbolize its new direction and generate external buzz.
Our Thinking: In collaboration with the management team to understand the brand goals, target audiences, unique selling points and business plan, Kaldor presented an evolutionary strategy for the Live Current brand that leveraged the reputation and success of current industry leaders and positioned Live Current as the innovator of a next-generation category. The Kaldor-designed identity demonstrates both strength and passion, while serving as an umbrella for its customer facing brands.
Results: Communicate.com officially relaunched as Live Current in March 2008. Since the brand launch, Live Current has successfully closed a major acquisition of Auctomatic and entered into a partnership for www.cricket.com to be the exclusive online provider of cricket-related content, including the immediate launch of IPLT20.com.
