brand and digital case study

Unlocking the power of geo-data in a brand name


Fugro is the world’s leading geo-data specialist, collecting and analysing comprehensive information about the Earth and the structures built upon it. 

In summer 2022 Fugro appointed Nucleus to create a new product brand name and define a clear value proposition for its innovative cloud-hosted geo-data engagement platform. This digital dashboard brings together geospatial data from public and private sources to form a 3d ‘digital twin’ of any construction project in the built world, providing real-time insights to improve project and risk management.

Our brief was demanding, requiring a name and value proposition that would define the emerging category of digital geo-data management, be globally protectable with appropriate trade marks and easily understood in all geographies.


We started with a discovery stage, combining a wide range of stakeholder interviews with desk research to fully understand the product and its many applications and benefits, before applying our integrated brand proposition and naming methodology to define the value drivers, proposition narrative and naming themes. Essentially a digital dashboard that combines geo-data from any source, including Fugro’s own land, marine and space field data, plus publicly available sources, the product creates accurate, real-time 3D ‘digital twins’ of any site, such as offshore wind farms or public or private infrastructure, integrating data from the sub-surface, land, marine and even from space.

We defined 100 and 50-word value propositions and, from a lexicon of key words and themes, we then designed 20 names that passed our rigorous screening for existing trade marks, domain names, social media, non-registered use, double-meanings, pronunciation and memorability. Of these 20 candidates, we recommended VirGeo, a 3-syllable compound name combining ‘Virtual’ and ‘Geo’ to create a easy-to-understand brand name that could dominate its category and help transform expectations of how geo-data is used to create a safe and livable world.


VirGeo was launched in 2023 and is already firmly established as a powerful tool for Fugro’s clients to unlock the power of geo-data, transforming raw data into actionable insights. 

The success of the VirGeo name has led to other projects for Fugro, which will be unveiled over the coming year.