brand case study

Re-naming a global financial brand in 72 hours


Playtech PLC, the global FTSE 250 company urgently needed a new name for their TradeTech division, which comprises a B2B / B2C multi-channel trading software and services platform.

Days before Christmas 2020, with a legal deadline fast approaching at the end of the month, TradeTech turned to Nucleus to create a punchy name that would signal an exciting new phase in the company’s development. The name needed to be trade mark registerable with an immediately available dot com domain.


As part of our briefing, we rapidly reviewed the client’s project status, including existing alternative names and brand architectures. We concluded that the name proposals failed to communicate the core nature of the business, and in addition were insufficiently distinctive to be well protected as trade marks.

Even with such an exceptionally tight deadline, our well proven methodology and talented name creation team enabled us to provide a set of six viable names with a strong recommendation, which included the brand proposition 'Next level financial markets' - which the client selected as the preferred option. The seven-letter compound ‘Finalto’ clearly references the fintech sector, as well as expressing the company’s expectations for higher quality and higher growth.



Finalto’s marketing director, Kate Ryan, said “We are very excited that Nucleus found a meaningful name that we believe is original, global and relevant and will help us reach our goal of becoming the name in Global Markets and Tech.”

The brand design was the work of another agency.