GI Supply Naming Project

GI Supply manufactures products that are used around the world by gastroenterologists and colorectal surgeons. They came to RainCastle, based on work we’d done for them on their brand and website, with the challenge of naming a new product for Paracentesis, a procedure for removing fluid from the peritoneal cavity in the abdomen, most commonly used for patients suffering from Cirrhosis.

The key audience was Gastroenterologists and by extension, patients. Our approach was to break the naming into categories relevant to the procedure and patient experience and craft a selection of names for each. These categories included:

• Clean names
• Ease-of-Use Names
• Quality Names
• Speed names
• Uplifting Names

The end result was “Renova,” which translates from Latin to “renew,” the essence of what the product does for the patient—an intuitive, positive and benefit-oriented solution. The full name became the “RenovaRP® Paracentesis Management System.”