BBM Canada (originally known as the Bureau of Broadcast Measurement) is a not-for-profit organization that had been Canada’s authority in broadcast measurement for the past 70 years. BBM Canada turned to Cundari to help rebrand their organization and to develop a new name and visual identity that would more accurately reflect the services they provided and the role they played in the Canadian media landscape. To understand existing brand perceptions, our strategy team conducted qualitative interviews with internal and external stakeholders, held a collaborative brand hypothesis and positioning working session with 25 members of the stakeholder group, including representatives from constituent member groups — radio and TV broadcasters, advertising agencies and advertisers — and analyzed secondary research. The name Numeris and the identity are rooted in the organization’s deep experience and considerable industry insight, while at the same time positioning the organization for an innovative future. We identified each element, including name, logo, tagline and colours, to capture the authority and relevancy of the services Numeris provides.