Naming, branding, and launching an arts and culture mobile app Bloomberg Connects
How do you test a smartphone app that is made for use in cultural institutions? First off, what do you even call it? That’s what Bloomberg Philanthropies asked Donovan/Green to help them with. We were tasked with naming and branding their smart phone app that acts as a free digital guide to cultural organizations around the world.
We started with a discovery process to find the best name for an app that offers museum goers not just the ability to learn about the art and exhibitions, but to take a deeper dive into the work by sharing stories and information that aren’t easily available in the live exhibition. We wanted the idea of connection and the search for meaning to be present in the name and logo. After pouring over hundreds of names, we selected Bloomberg Connects, partnering it with a universally recognized magnifying glass icon.