Front: Dave Studeman, brand strategy and marketing, Yusuke Asaka, senior designer; Row 2: Will Burke, principal and creative director; Rebecca Escalera, designer; Row 3: Eric Read, principal and creative director; Kris Campitelli, project director; Top: Lisa Leal, senior production specialist.

What's in a name? Identity, distinction, character--in a phrase, nothing arbitrary--if you were to have a conversation with Eric Read and Dave Studeman, the two principals of the very newly named Brand Engine, in Sausalito, CA. Brand Engine is a strategic design and brand communication firm with a refreshed moniker that includes the tag line, "Getting you there."

Formerly "Be Design, Building successful brands," the fresh-start Brand Engine change is fashioned to leverage existing name recognition (in part, by holding onto the "BE" acronym) but also to convey Brand Engine's comprehensive position in the market to clients and prospects.

This stance--the actual services delivered--includes creation of product strategy, brand voice, identity, and packaging, among other services. "After a lot of careful thought," says Read, "we made the name change as a way to better encapsulate our knowledge and experience and to demonstrate the impetus that drives our client service." The firm's clients include Hewlett-Packard, Microsoft, Nancy's Specialty Foods, Homegrown Natural Foods, and Sara Lee.

But a name isn't the only change to surface. In January, Brand Engine moved to a new open, airy 5,300-square foot architecturally modern studio on Sausalito's waterfront. Besides a beautiful working studio, what really makes business hum is the fact that Brand Engine "is inspired to get results--to solve the issues at hand and delight our clients," Studeman says. In this day and age it's not enough to provide great design, he explains, but it's the "gatekeeper" providing entree to entire projects that encompass strategy and much more. After initial client communication, Read emphasizes, "it's imperative that we end with strategic directions and actionables."

About the pending Package Design Makeover Challenge, Read says that the whole office is really excited. "We're briefing everyone about it," he offers, adding, "It's a unique challenge because we don't know yet if we're going to be redesigning a package for women's pantyhose or power tools."

In the last analysis, both principals agree, successful branding firms partner well with their clients. "We work really deliberately," they say, "We listen hard to go beyond those initial givens. The work asks us to translate product features into true emotional benefits that fuse with lifestyle needs and create valuable offerings for end-users."