The leading cloud-based SaaS for a fear ridden and broken construction payments industry needed a new name to communicate the payments playing field has changed and help is on the way.

Brand Strategy
Brand Narrative

Levelset (formerly zlien)

Think back to a simpler time for America’s workforce: Where business deals were sealed with a handshake and your paycheck was on the boss’ desk every Friday at 5pm. Before zlien, the common payment process within the $1 trillion-dollar construction industry remained stuck in the past. A wave of technology and bureaucracy swept simplicities away and created a bullish environment between payers and payees that often left either without a paycheck in hand. The debilitating mounds of red tape fueled zlien’s data-driven solution to make sure everyone gets paid on time.

Case Study

Zlien built a comprehensive platform that provides project visibility and a clear path to on-time payments for all project stakeholders. Every piece of paperwork was now digitally stored in an intuitive database that provides a level of transparency that was never previously available in the construction space.

Levelset branded socks image

“Branding is hard. Tim and team help you navigate the gauntlet of challenges to position your company for scale.”
– Harsha Kalapala, Director, Product Marketing and Brand

Zlien’s brand identity needed to reflect the value of the software to their loyal customer base, but also needed to illustrate the company’s aspirations to disrupt the industry with new technology. In addition to their current offerings, the New Orleans-based startup is pioneering the use of blockchain to further solve the industry’s pay structure crisis.

It was a difficult line to straddle: Better communicating zlien’s invaluable offerings to its current customer base while still leaving plenty of room for the company to disrupt and revolutionize the construction payment industry entirely.

First, The Weinheimer Group reviewed zlien’s extensive assets, including previous market research, audience development, and marketing strategies, to determine the company’s competitive pressures, goals and market growth trajectory. There was a lot of documentation of what zlien’s naming problem was, but not many ideas of how to fix it.
To begin brand strategy development and our naming convention, we met with company stakeholders and took a deep dive into the makeup of zlien’s customer base. We immersed ourselves in their users’ personalities. During several whiteboard sessions, we combed through the makeup of zlien’s targeted users, including their potential likes, dislikes, political views, values, and even their preferred radio stations and TV shows.

Becoming this close to zlien’s customers allowed us to brainstorm dozens of names, taglines, and brand summaries before selecting Levelset. This new brand name served as an intuitive and descriptive illustration of zlien’s services but was broad enough to position them for a future of endless expansion in creating a level playing field across the world’s construction industry. Now everyone-- from project managers to workers and administrators-- are on the same level.

Process Highlights


Corporate stakeholder Brand Truths Research interviews conducted with executives, industry analysts and customers.


Initial naming convention exploratory examined more than 500 new corporate names.


Number of senior leadership team presentations it took to unanimously select the new company name that delivered on their Brand Strategy.