During a weekly call with an IT client, they mentioned a new idea for a service. Being the inveterate brand developer I am, the questions began. And in no time, I extolled the virtues of productizing this new network phone service. So they tasked me with crafting a strategy, naming, and creating an identity that lent personality to the highly technical offering. Hello Aria, you adorable enterprise-level hosted voice service product. This product completely changed how the company did business. Aria is the flagship product of its own company and available to third party resellers. Effectively turning the competition into their sales force.