A building automation startup used Atom.com to discover ilumento.com, a modern .com designed to stand apart from legacy industrial branding in the controls and energy sector. By combining industry-focused keyword searches with strategic brand exploration, the team discovered a name that felt innovative yet memorable, and scalable enough to support its long-term vision for transforming commercial building automation.

“Quickly, we are unique, new, and easy to remember.” — William Schafer, ilumento Director and CEO

Snapshot

• Domain: ilumento.com
• Industry: Manufacturing & Building Automation
• B2B
• The Challenge: An early-stage automation company needed a modern, brandable domain for differentiation.
• The Solution: Using Atom’s keyword-driven search process, the team explored combinations tied to lighting, controls, energy, efficiency, and simplicity.
• Key Outcomes:
  • Instant communication of the brand’s purpose and positioning
  • Accelerated trust-building with corporate partners
  • A memorable name reducing friction with new and returning customers

Brand Story

ilumento develops automation and efficiency technology for commercial buildings, helping transform operational efficiency into long-term asset value. Its platform combines automated cloud provisioning with real-time data harvesting to simplify building controls and reduce deployment friction.

The company operates in the construction and building automation space, serving customers across architectural, contractor, and MEP industries.

Before securing the domain, ilumento was still in product development mode as an early-stage startup. As the company evolved toward manufacturing and operational scale, establishing a strong brand identity became increasingly important.

The Challenge

The company positioned itself around innovation and modernity, intentionally distancing itself from older technical branding styles common throughout the industry. With this in mind, finding the right name required balancing technical relevance with modern brand appeal. The team wanted a domain that felt short, memorable, and globally scalable while avoiding dated terminology often associated with industrial technology brands.

“We were looking for short, brandable, and modern domains that would relate to younger generations and to avoid older tech terms like tron, tech, and net.” — William Schafer, ilumento Director and CEO

The naming process was highly strategic and involved extensive research across the automation and controls sector. Beyond finding available domains, the company also tested options through focus groups to identify a name that resonated strongly with customers and stakeholders.

The Solution

Using Atom.com’s search and discovery tools, the ilumento team explored combinations of industry-specific keywords including “controls,” “network,” “lighting,” “energy,” and “efficiency.”

By pairing these keyword concepts with our filters, such as simplicity and Modern Tech, they landed on ilumento.com: a modern and distinctive domain that aligned with the company’s positioning.

Crucially, Atom’s keyword-driven discovery process allowed the team to move beyond generic technical naming patterns and identify a domain that felt differentiated within a crowded industrial market.

The Results

As ilumento transitions from product development into operational manufacturing, the domain has helped the company establish a clearer and more memorable market identity.

“Quickly, we are unique, new, and easy to remember.” — William Schafer, ilumento Director and CEO

The brand now outshines competitors burdened by outdated positioning. Every interaction reinforces ilumento’s focus on modern infrastructure and automation efficiency.

Looking Ahead

The company sees its long-term opportunity as fundamentally reshaping the building controls industry through simplicity, innovation, and scalable automation.

“We use the auto industry analogy to explain what we are achieving: What Tesla did for the auto industry, ilumento is changing in the electrical and automation control industry.” — William Schafer, ilumento Director and CEO

As the company scales manufacturing and expands operationally, ilumento.com continues to serve as a modern, globally adaptable foundation for the brand: helping communicate innovation from the very first interaction.

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