Objective – Our clients, EMC, Cisco and VMware had challenged Interbrand to develop a business strategy, name, identity and visual system for their new joint venture into a compelling private cloud computing solution. Deliverables – Interbrand was to provide the following as well as assist in setting a two phrase launch timetable of development: a. Business and Market Strategy b. Naming and Tone of Voice c. Identity and Visual System d. Website development for soft launch e. Animation on website for soft launch Strategy Solution – The private cloud computing solution is powered by the strong alliance of the three brands and differentiated by providing customers with processes and services to transform their companies to the private cloud. The transformation to the private cloud gave us the bases of the brand’s personality attributes of: Expertise / Focus / Passion This attributes and the idea of providing transformative impact to the private cloud drove the naming and creative exploration. Naming – Acadia. The name “Acadia” was selected for best capturing the brand attributes. Derived from the Greek Arcadia, meaning pastoral utopia, the name Acadia announces the emergence of a more seamless IT landscape. Amidst all the technological clutter and complexity, Acadia is your bridge to a simpler, more enabling environment. Creative – The identity, visual solution and tone of voice created express the brand idea of transforming customers to the private cloud in an impactful manner that is immediately seen in their business. The basis of a predominant use of black for all visuals reflects the stature and expertise of the Acadia. The illustrations represent the journey that customers take with Acadia as their business is transformed from one direction to the next in a passionate and focused manner. The vertical nature and upward motion of the graphic system is also a visual interpretation of transformation to the private cloud. The identity provides the endpoint of success to the journey and illustrates the confidence that the alliance of three companies provide.