The time has come!
When we launched the integrated Master Web-Evolution platform three years ago, we didn’t yet have the clear understanding we have today of its full power and potential. Don’t get us wrong! We always believed in Master Web-Evolution: that it was different from anything else out there, and that it offered a wide range of people the opportunity to create software solutions. But we never imagined that, three years later, more than 65,000 people would be relying on our technology for their business or work, or that more than 40 million processes would be managed by the technology we created.
There was, however, a growing feeling throughout this time: the need to finally give our technology a proper name. More and more people were using it, more and more users were building web applications with it without ever writing a line of code, and yet few people got the platform’s name right: Masterlink Web-Evolution, Master Evolution, Master Masterlink Platform, Web-Evolution, …
There was also the acronym MWE, sometimes mixed up as MEW, WEM, or WME, as even happened in a newspaper once.
The time has come!
Creating a new identity
We decided! We’re finally going to give our technology a name, a unique and unmistakable identity.
We got our team together, and realized everyone wanted to do this. We all felt that need. And with such a competent team, one that had managed to build such a robust and successful platform from scratch, finding a new name should have been easy. It wasn’t!
We went through dozens of names, with nearly endless possibilities. It was days of hard work focused on our core values: Simplicity, Robustness, and Autonomy.
And that’s when it hit us. It was our Eureka moment. These values weren’t just the platform’s.
These values were our own. Our whole team’s. Our company’s. The Company and the platform are two expressions of the same idea and concept! Two sides of the same coin!
And we already had an identity!
We are Masterlink!
Introducing the new Brand
Simple and simplistic are not synonyms. The former reflects a great deal of behind-the-scenes work to reach a truly simple solution, while the latter is just the easy way out. The former earns recognition, the latter can even invite scorn. Arriving at Masterlink’s new brand was tough and required a lot of work. We wanted to achieve simplicity, without ever being simplistic.
Just as with the platform itself, we worked hard, analyzed countless variables, and explored and created a wide range of options so that, in the end, there would be just one result:
To be simple for those who use it,
To be simple for those who see it.
We are Masterlink
The technology is now widely recognized. From today, its name will carry that recognition forward. And that recognition will now be a source of pride in our partners’ projects, who will enjoy a simpler experience thanks to a clear strategy focused on developing Masterlink technology and the community that supports it.
This team, and especially Joana and Elsa, deserve congratulations and the gratitude of the entire community that uses the Masterlink platform today.
From today, we are Masterlink.
