Corfire

SK C&C USA, a subsidiary of the $65 billion South Korean telecom giant SK, required a Masterbrand and naming architecture for their suite of mCommerce apps. The new names needed to: 

• Work across all supported platforms and languages.
• Appeal to B2B customers by sounding solid, reliable and relevant.
• Allow for sub-brand development that maintained a cohesive and versatile naming system.

Corfire was developed as the Masterbrand name. To extend the brand architecture, the “cor-” prefix was used to create sub-brands such as CorPay, Cor360, and CorTrust, ensuring consistency and relevance across offerings.

• “Cor” signified something central and essential, aligning with the brand’s role in providing foundational and critical mCommerce solutions.
• “Fire” conveyed rapid deployment, power and action, emphasizing the brand’s dynamic and high-performance nature.

The Corfire naming system delivered a cohesive and versatile framework that resonated with B2B customers. The names projected reliability, relevance, and scalability, reinforcing SK’s position as a global leader in mCommerce. The flexible architecture allowed for seamless integration of new products and services under a unified brand identity.