Creation

Zigila adopts a systematic approach to creativity. Dedicated creative experts are selected for each assignment from a large international pool. To start with these experts work on the assignment individually. The results are assessed, filtered and supplemented by the creative directors prior to each presentation. Many years of experience have shown that this approach enables us to come up with successful solutions even when dealing with the most complex challenges.

Zigila works with the so-called ‘name triangle’. ‘Abstract’ is situated at the top of the triangle, ‘instrumental’ is on the left and ‘positioning’ is on the right. All names fall somewhere between these three extremes. A totally abstract name has greater distinguishing potential than a descriptive instrumental name. It also tends to be easier to protect abstract names. But of course an abstract name is not suitable for every product, service or company. If this is the case, Zigila will come up with an optimal solution and will ensure that instrumental and positioning names are also sufficiently distinctive.

Zigila will come up with the most effective name in light of the client’s brand strategy. The ability to create precisely the right balance between creativity and practical and strategic considerations is one of Zigila’s strengths.