Flynn & Friends was hired to develop a name and brand identity for a new employee benefits product offered by The Synergy Group, Inc., a Buffalo-based consulting and management firm. We created the name "TripleTrack," which represents the product's threefold aim to help employees and employers either "get on track" or "stay on track" in terms of maintaining a balance between 1) work, 2) home, and 3) self. We then incorporated the new name and tag line - "Solutions at work for work, home, and self" - into a logo and collateral materials.