Joining the ranks of high-profile corporate rebrands, AffiniPay, a well-known payment solutions provider, announced a major shift in its branding strategy by changing its name to 8am. The announcement was made early this morning, marking a new era for the company.

The previous name, AffiniPay, closely represented its original focus on payment processing, especially suitable for its subsidiary, LawPay. However, following the acquisitions of MyCase, CasePeer, and DocketWise, the company’s scope broadened significantly beyond mere payment services. The name '8am' not only breaks away from the financial connotation but also introduces a broader identity that could relate to any sector, from tech startups to lifestyle brands.

The new logo draws an interesting parallel to the iconic symbol used by the Artist Formerly Known as Prince, suggesting a creative and bold new direction for the brand. This move reflects a growing trend where companies adopt versatile and abstract names to appeal to a wider audience and diversify their brand identity.

Chief Marketing Officer Nate Skinner explained that the name '8am' encapsulates the energy and focus that the company aims to deliver from the start of each business day. While the initial description might evoke images of morning sluggishness, Skinner clarified that it's more about the productivity and momentum that 8am represents, helping clients tackle essential tasks right at the beginning of their workday.

This rebranding strategy is particularly poignant for professionals like lawyers, who often spend their early hours juggling administrative tasks. By positioning itself as a company that helps reclaim this crucial hour, 8am promises to streamline such tasks, allowing professionals to focus more on their primary responsibilities as their day progresses.

As the company navigates through this significant transition, it humorously notes the need to adjust its branding once again in November, when daylight savings shifts times back an hour, jokingly suggesting a temporary name change to '7am'.

This bold step by AffiniPay, now 8am, signifies more than just a name change. It represents a strategic pivot towards a broader horizon, where efficiency, creativity, and daily momentum are at the heart of its new identity.