Worked closely with the founders of this Washington D.C.-based hospitality supply technology company—previously called Improvonia—to rebrand. Key directive was to rename with a simpler, friendlier and scalable identity that struck the right balance between company culture, future direction, and B2B clientele. Delivered new name, BlueCart, within a three-week timeline. The market leader in the hospitality industry serving over 100,000+ businesses, BlueCart is a web and mobile platform built to streamline and modernize the wholesale procurement process for buyers and sellers.