Mercedes-Benz came to Namebase seeking a name for its full solution of software and services that would improve the overall driving experience. At Namebase, we love projects with constraints and this was a challenging one. The name had to communicate the idea of control and ease of use without being specific, given the platform was offered in different configurations and that it would evolve over the years. Namebase developed mbrace: a name that works smoothly with the parent brand, evokes a feeling of protection and security and slyly provides an understated hug.