Calandra ParamitaBrooklyn, NY
Brand StrategistEmail


NCR had evolved into two fundamentally different businesses: a digital commerce platform and an ATM business focused on financial access. Housing both under one corporate identity made the company difficult for investors to understand and benchmark, while its association with cash registers and legacy technology contributed to the perception of NCR as established but dated.

Calandra helped shape the naming strategy from research through creative development. She managed stakeholder and expert interviews, then worked with copywriters and verbal strategists to translate competitive research and quantitative and qualitative findings into clear naming principles. She also facilitated workshops and brainstorming sessions used to develop and evaluate potential names.

The resulting names, NCR Voyix and NCR Atleos, balanced continuity with transformation. Retaining NCR preserved more than a century of recognition, while the new names gave each company a distinct ambition, competitive frame, and more contemporary identity.


Company Naming & Brand Identity

Senior Strategist
2023 - 2024
Quant & qual research, brand strategy and naming


RECENT / SELECTED WORK



  1. Uber Advertising — Global brand platform and messaging · 2025
  2. Electronic Arts — Identity rollout and Social Impact brand system · 2025
  3. Google Gemini — AI product storytelling and social strategy · 2025






See all work here. 
© Calandra Paramita 2026