Pranah (sic. Prana): breath, vital life, one of the five organs of sensation and the life-sustaining force of living beings. Whoever says Sanskrit is a dead language was not welcome in our brainstorming session for renaming Marner Storage Technologies.

When it comes to naming, we draw from every resource available: scientific and historical texts, medical journals, world mythology and folklore, unconventional dictionaries and encyclopedias, philosophical and political manifestos, song lyrics and personal stories. And those are just the things we read for fun.

Marner Storage Technologies came to ±salt to design a new website to assist in their transition from military-focused data storage to the civilian market. The more we learned about the product and company, the more we recognized the need for a more humanizing brand overhaul to appeal to the civilian market and set them apart from their competition. We set out to define a new brand platform, developing vision and mission statements, values and positioning.

We created the new brand identity, including a new name—Pranah. Pranah was the perfect fit for the company’s unique focus on simplicity, efficiency and its emphasis on sustainability—the life-sustaining force their storage solutions provide their clients.

We designed image systems, collateral and the brand’s new website. Each piece cohesively supports the brand positioning: Designing to do more with less; elegant simplicity. We worked to soft launch the new identity at a conference of one of Pranah’s target audiences—106 Apple dealers. Trade show preparation included new business cards, a PowerPoint template, a data sheet, high-impact signage and collateral.