An enlightened name change.

HeliumReport was a website devoted to helping millionaires take the guesswork out of high-end purchases (fractional jet, anyone?). They came to us for a new name that was more reflective of their business and affluent audience. The final contenders were The Gravy (alluding to the good life and rich information) and Halogen Guides (illuminating information and shedding light on luxury purchases). The client chose Halogen Guides, a smooth and natural transition from HeliumReport. Halogen maintains the continuity of an element from the periodic table, starts with the same letter, yet is much more sophisticated and deeper in meaning and wordplay. The tagline we developed, “Your life. Well spent.” is emotional, evocative and empowering.