What’s in a name? Learn what motivated recent rebrands at 5 Chicago tech companies

by Michael Hines
January 10, 2019

It’s quite the exciting time for Chicago’s tech ecosystem. New startups are popping up so quickly that it can be hard to remember all the new names, and the same goes for successful companies that have reinvented themselves and rebranded. Continue below to catch up on some of the recent rebrands you might have missed, and learn more about what motivated each company’s move.

 

HS2 Solutions Bounteous rebrand
PHOTO VIA BOUNTEOUS

Formerly known as: HS2 Solutions

Rebrand announced: November 5, 2018

Bounteous acquired three companies in 2018: LunaMetrics, Infield Digital and Demac Media. Those three acquisitions swelled the digital consulting firm’s headcount to 400 people and drove the decision to create a single, unified brand.

“A unified brand reinforces our value proposition of integrated competencies, as we have deep expertise in strategy, design, technology, analytics and marketing,” Bounteous president Keith Schwartz said. “Rebranding also gives us a chance to retell our story, both to our existing clients and to the marketplace as a whole.”

 

InfoScout Numerator rebrand
PHOTO VIA NUMERATOR

Formerly known as: InfoScout

Rebrand announced: October 4, 2018

Numerator helps over 2,200 companies understand the reasons behind, and what influences, purchases. The company was formed after the merger of Chicago-based market intelligence firms InfoScout and Market Track, which were founded in 2011 and 1990, respectively.

“We continually challenge ourselves and our clients and partners to monitor and lead the changes in the industry, and rebranding ourselves as Numerator is one of many steps we are taking to stay ahead of the changing landscape,” said CEO Dennis Moore in a statement.

 

Opternative rebrand Visibly
VISIBLY CEO Brent Rasmussen. PHOTO VIA VISIBLY

Formerly known as: Opternative

Rebrand announced: December 11, 2018

Visibly offers vision tests that enable users to get new prescriptions for contacts and glasses entirely online. The company’s rebrand came hot on the heels of a $9 million funding round and was driven by conversations it had with with doctors, employees, industry experts and other stakeholders.

“We understand that our previous company name, Opternative, carried a negative connotation in the eye care industry and positioned the brand as an existential threat to optometrists,” said founder and Chief Science Officer Dr. Steven Lee in a statement. “This is why it was important for us to rebrand the company with a name that better represents the partnerships we’re building with eye care providers and eyewear retailers in the industry.”

 

The Nerdery rebrand Nerdery
PHOTO VIA ALLISON WILLIAMS

Formerly known as: The Nerdery

Sometimes less truly is more, especially when it comes to rebranding. Digital consultancy Nerdery followed in the footsteps of Facebook, dropping the “the” from its name last year. The company also welcomed a new CEO in 2018, Adrian Slobin, who was previously the consultancy’s chief strategy and operating officer.

 

ParkWhiz rebrands as Arrive
PHOTO VIA ARRIVE

Formerly known as: ParkWhiz

Rebrand announced: January 7, 2019

The last few months have been a busy time at parking technology company Arrive. In addition to announcing its rebrand, the company closed a $25 million Series D and began rolling out its “Arrive Network,” which allows drivers to pull into a parking lot and pay for their space without ever having to take a ticket from a machine.

“The Arrive brand represents the culmination of our evolution as a company into an enterprise business that powers the full range of mobility services in collaboration with and on behalf of our partners,” said CEO Yona Shtern in a statement.

Jobs from companies in this blog66 open jobs
All Jobs
Finance
Data + Analytics
Design + UX
Dev + Engineer
HR
Internships
Marketing
Operations
Product
Project Mgmt
Sales
Operations
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Finance
new
Numerator
Chicago
Data + Analytics
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Operations
new
Nerdery
Chicago
Developer
new
Numerator
Chicago
Developer
new
ParkWhiz
Chicago
Finance
new
ParkWhiz
Chicago
Data + Analytics
new
ParkWhiz
Chicago
Developer
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Developer
new
Numerator
Chicago
Developer
new
Nerdery
Chicago
Sales
new
Numerator
Chicago
Operations
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Data + Analytics
new
Numerator
Chicago
Developer
new
ParkWhiz
Chicago
Data + Analytics
new
Numerator
Chicago
Project Mgmt
new
Numerator
Chicago
Sales
new
Numerator
Chicago
Marketing
new
ParkWhiz
Chicago
Marketing
new
Numerator
Chicago
Operations
new
Numerator
Chicago
Product
new
Numerator
Chicago
Developer
new
Bounteous
Chicago
Developer
new
Bounteous
Chicago
Developer
new
Bounteous
Chicago
Developer
new
Bounteous
Chicago
Developer
new
Bounteous
Chicago
Data + Analytics
new
Bounteous
Chicago
Sales
new
Bounteous
Chicago
Marketing
new
Bounteous
Chicago
Operations
new
Numerator
Chicago
Sales
new
Nerdery
Chicago
Marketing
new
Numerator
Chicago
Marketing
new
Numerator
Chicago
Project Mgmt
new
Numerator
Chicago
Data + Analytics
new
ParkWhiz
Chicago
Finance
new
Bounteous
Chicago
Developer
new
Visibly
Chicago
Marketing
new
Bounteous
Chicago
HR
new
Numerator
Chicago
Marketing
new
ParkWhiz
Chicago
Developer
new
Nerdery
Chicago
Developer
new
Nerdery
Chicago
Project Mgmt
new
Numerator
Chicago
Operations
new
Numerator
Chicago
Operations
new
Numerator
Chicago
Project Mgmt
new
Numerator
Chicago
Data + Analytics
new
Nerdery
Chicago
Design + UX
new
Visibly
Chicago
Marketing
new
Numerator
Chicago
Operations
new
Numerator
Chicago
Marketing
new
Numerator
Chicago
Developer
new
Bounteous
Chicago
Internships
new
Bounteous
Chicago
Data + Analytics
new
Bounteous
Chicago
Developer
new
Bounteous
Chicago
Marketing
new
Visibly
Chicago
Developer
new
Nerdery
Chicago
Project Mgmt
new
Nerdery
Chicago

Chicago startup guides

LOCAL GUIDE
Best Design Jobs in Chicago
LOCAL GUIDE
How to Find a Job in Chicago Tech
LOCAL GUIDE
Top Chicago Startup Funding Rounds
LOCAL GUIDE
Women in Chicago Tech
LOCAL GUIDE
Your Guide to Cybersecurity in Chicago
LOCAL GUIDE
Chicago's Best Companies for New Graduates
LOCAL GUIDE
Best Startup & Tech Internships in Chicago
LOCAL GUIDE
Your Guide to Food Tech in Chicago