Abound Logic
Amia
Balance Point
Bizet Human Asset Management
BrightScale
Cooligy
Mayer Laboratories
Mobius Venture Capital
New Routes to Community Health
Obopay
Post + Beam
Sauté Your Way
Sustain
TravelSmith
TRIA
TRUSTe
back to Naming page

Balance Point Divorce Funding, a new concept in divorce services, was created to change the way divorces are fought and resolved, especially when one partner has more financial resources than the other. The company provides funding for attorneys', forensic accountants', and investigators' fees as well as for living expenses.

The creative phase involved certain restrictions: we could not imply that the company provides legal advice, and we had to avoid suggesting "loans" or "banking." Also ruled out was the suggestion of "getting even" or "getting what's coming to you." On the list of desirable concepts were wisdom, authority, support, solutions, clarity, and—above all—fairness.

The chosen name, Balance Point, suggests equity as well as a bank balance and point-by-point attention to detail. "Divorce Funding" is descriptive while leaving room for the company to diversify. The tagline—Comprehensive Resources. Equitable Outcomes—supports the name and suggests the company's scope without being overliteral. Wordworking also consulted on domain registration.