Consumer electronics company name – Improv
Kent Displays engaged Igor to name its new consumer electronics company. The global focus of personal electronics marketing and functionality had evolved to embrace idea of personalization and individuality on the go; Kent was looking for a fresh way to express this idea. The challenge came largely from the way smart phones, tablets and "e-readers" were being advertised and marketed. Was there a way to express these ideas through a name that was legally available, memorable, and that brought further levels of meaning and attitude to the table? Of course, there always is.
The name developed by Igor and embraced by Kent is Improv. Of course, the word itself connects not only with the idea of an individual, artistic expression that is deeply personal and unique, but also to the notion of adapting to the circumstance on the fly – quick, nimble, adaptable, shared experience, plus fun and entertaining. Improv also implies the idea of "improve", which maps to the company's vision of creating products that greatly improve upon existing technologies.
Improv's first product, which Igor also named, is the "Boogie Board", launched in January 2010.