One of the things people may quickly pick up on is the fact that the company’s name doesn’t have any connotations to a storage device, similar to Dropbox or Box. They tested at least a half-dozen names with Hightail being ultimately selected. Trigg says that Hightail emotes speed and agility - terms that the company wants to be associated with. From their discussions, the name Hightail came about. Hightail’s design team interviewed everyone who would have contact with the brand, including end users, employees, industry analysts, board members, and more. We spoke with the company’s Chief Product Officer Matte Scheinker and its Chief Marketing Officer Mike Trigg about how things came to be. Working with the Siegel+Gale branding agency, the firm formerly known as YouSendIt spent a great deal of time working to find out what their brand stood for. The impetus behind the move was to separate the company from the fact that it no longer is all about sending, but rather about collaboration. After all, its CEO Brad Garlinghouse declared that it was happening at Bloomberg’s Next Big Thing conference last month. The renaming of the company isn’t exactly a surprise.
Starting today, YouSendIt is now being known as Hightail. YouSendIt today announced a turning point in its existence - a rebrand of the company that it hopes will emphasize its transformation into a business that aids in not only passing of files, but collaboration, and sharing.
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