Broadcom, a global leader in wireless broadband communications, asked us to name a new software product that would make it easier to transfer files, pictures and data from mobile phones to PCs using Bluetooth technology.

The key communication was to make it clear to users that it is fast and easy to move data using this software. We named the product B·Link — to communicate both speed and ease — and subtly infer Bluetooth with the emphasized “B.” We then developed a tagline, “Move it…easy” to more fully communicate the proposition.