PalletTrader — A Bettaway Supply Chain Company
Supporting a founder to disrupt (not just poke) an entire industry.
Pallets move nearly everything that ships on a truck. Yet outside of the biggest operations, they're treated like a commodity—hard to track, hard to manage, easy to lose.
Bettaway Supply Chain's CEO was building a product to democratize that. They had a name that held sentimental meaning, ready to launch.
The question Jayne was asked to answer: would it mean something to the market—and cause the baseline disruption the CEO envisioned?
The approach
01
User Research
Testing the beloved name, alongside the top options Jayne ideated, through user research allowed Jayne to evaluate each option against the same eight criteria: strategic alignment, usability, virality, ownability, likability, memorability, competitive threat, and IP legitimacy.
02
Following the data, not the sentiment
The original name held up—landing in the top three. But one name scored higher, clearly and consistently, across every measure that mattered to the market.
03
Building an award-winning identity
Once the strategic winner was cleared legally for ownership, the creative team generated an agreed-upon mood board and concept statement, which allowed the team to lead the client to easily evaluate 30 visual directions, narrow down to 5, and eliminate—until three strong options remained, and one final answer stood clear. It went through the trademark process and was rolled out nationally, digitally, and embedded into the product.
The result
award-winning identity and tagline
sketches generated
initial designs developed
A powerful brand that has changed how pallets are bought, sold, tracked—TRADED.
What changed
A Name That Works Everywhere
“PalletTrader” was ownable, and protected legally. It scored as the clear winner on usability, virality, ownability, likability, competitive threat, and IP legitimacy—and could be defended to anyone on the globe.
A Founder Who Trusted the Process
He trusted it more than his own attachment. The research didn't dismiss his instinct. It gave him a reason to move past it, and a stronger idea to move toward.
A Brand Built to Adopt and Disrupt
Because every name, then logo and tagline, went through the same evaluation criteria, the final identity wasn't a matter of taste. It was the answer needed to launch an innovation, challenge conventional industry thinking, and disrupt an entire category—creating the adoption needed to set Bettaway Supply Chain up as a market leader.
Ready to fall in love with the right idea for the right reasons?
Let's talk about how to make what you envision become legally protected and real.