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iAsiaWorks imageSpiral Group logo


Formerly AUNet, this leading eBusiness infrastructure provider, based in Hong Kong, needed a name that would identify it with its entire market, all of Asia and the pacific rim. Spiral Group, their public relations agency, contacted us to run brainstorming sessions and to manage the name development. The primary challenge was how to capture and express inclusiveness for all the cultures in their extensive market.

The final solution was simple, direct, and very clear. The lowercase i was used to indicate their e-business status. Coupled with Asia and Works, the name encompassed their market and told their clients this is the place to get things done.