Catchword

BACKGROUND

Please describe your company and position.

 I am the CEO of a telecommunications company 

Describe what your company does in a single sentence.

We build satellite user terminals

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

Pick a new name for our company

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword generated and analyzed hundreds of names and communicated key takeaways and summaries with us as we narrowed down the list and eventually chose our new company name. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We received couple of reports with list of all names they chose, the reasoning behind it, and recommendation on the next steps. The final deliverable was the new company name for us. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword team were very professional and managed the project perfectly. All email correspondence were handled in a timely manner and with a high level of attention to details. 

They delivered on time and as promised, and we were very happy with the outcome. Thank you! 

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

People. 

We absolutely enjoyed every minute we spent with Catchword team (Mark and Katy). They are very nice, very professional, and very knowledgeable. Perfect combination of what's needed to make a reliable professional partner for our company. 

Are there any areas for improvement or something Catchword could have done differently?

We could have benefited from more education on the importance of trademark screening early on. It was somehow intimidating at the end to receive trademark screening reports from our lawyers on the shortlisted list of names and to see how widely used almost all names could be around the world. Not sure if this is something that can be done better/differently by Catchword, but I can think of this as the only hard part of the effort for us.

BACKGROUND

Please describe your company and position.

I am the CEO of Bodyport

Describe what your company does in a single sentence.

Develops and sells products to improve the lives of patients with Chronic diseases

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Product platform naming

SOLUTION

How did you find Catchword?

• Online Search
• Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Catchword were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

After an initial discovery phase during which Catchword got thoroughly up to speed on our business and platform, their team conducted two full rounds of name development. Together, we reviewed over 100 name candidates for the platform, but I understand their creative team created literally thousands of names as part of the name development process. 

The first round of work was focused on gauging our name preferences and gaining insights to guide their more focused, Round 2 work. That first round was very diverse and even included what their team calls “rule breaker” names––i.e., names that don’t map to the established naming directions perfectly but which their team feels are interesting on some level and worthy of discussion. 

And that was smart, because those names sparked some great conversation and opened our eyes to some interesting directions that we didn’t originally expect to take. The Round 2 work was really spot on and clearly incorporated the learnings we all gained from the Round 1 discussion. It validated the Round 1 work and the importance of iteration, and affirmed that their team had really listened to us. 

After both rounds of work, we landed on a shortlist of names and Catchword conducted a preliminary trademark screen on it (and I should note that, during the process, they conducted Google screening on all names to eliminate names with obvious conflicts in our space). 

We were thrilled to see that more than half the names on our shortlist passed preliminary legal muster! We’re currently having our attorneys conduct a full trademark evaluation of the surviving names, after which we’ll make a final name decision.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While we haven’t yet finalized the platform name, our team has been extremely happy with Catchword, including their process, their name suggestions, and their project management.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword was highly communicative and the project was managed super smoothly. They were always immediate in their responses, accommodating (to schedules, needs, etc.), and a true pleasure to work with.

What was your primary form of communication with Catchword?

Virtual Meeting

What did you find most impressive or unique about this company?

In particular, I found their team to be really smart, accommodating, and easy to work with. I also really appreciated the process itself, which was exhaustive in terms of names developed, efficiently executed, and fun. And, they imagined some really great and exciting names for our platform, which is perhaps the most important reason why you hire a naming agency––i.e., for their creativity!

Are there any areas for improvement or something Catchword could have done differently?

Nothing that I can think of.

BACKGROUND

Please describe your company and position.

I am the EVP, U.S. Lead, Health Brand Development of Edelman

Describe what your company does in a single sentence.

Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations, giving our clients the confidence to lead and act with certainty, earning the trust of their stakeholders.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Naming strategy
• Name development
• Complex naming strategy for portfolio naming

SOLUTION

How did you find Catchword?

Recommendation

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We have chosen Catchword as our go-to partner for naming related work in Healthcare. We have engaged Catchword several times and our clients are always thrilled with their naming strategy counsel and actual name candidates. We've even brought them in to help with complex naming strategy issues regarding portfolio naming, including name development in the diagnostics space. Catchword is highly professional and dependable and produces high-quality work.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Solid name candidates that passed trademark screening and were a best-fit to the brand strategy; one name was ultimately selected for the product name.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Highly responsive project management. Catchword delivers on time and as expected.

What was your primary form of communication with Catchword?

Email or Messaging App

What did you find most impressive or unique about this company?

Catchword's team members are subject-matter experts in naming strategy and name development. Their partnering ability is most impressive.

Are there any areas for improvement or something Catchword could have done differently?

n/a

BACKGROUND

Please describe your company and position.

I am the Director Global Marketing of IDEXX Laboratories

Describe what your company does in a single sentence.

Innovation leader in diagnostics and software that enhance the health and wellbeing of pets

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• We needed a great name for an unprecedented platform IDEXX is introducing to the veterinary technology market. This name needed to speak to the revolutionary nature of this product, one that is truly in a category unto itself. But it had to check a lot of other boxes as well. 
• The name needed to be ownable of course, available to trademark globally, and be easy for speakers of various languages to use. It needed to appeal to all our key audiences (from veterinary techs to corporates). It needed to stand out from the names used by other companies in our space while also complementing our existing portfolio of names – including fitting nicely into a multi-part naming formula we use. 
• The name needed to feel personable yet premium, sophisticated yet not stuffy. And it needed to not just be great today, but suitable to showcase the evolving abilities of this product. Despite these challenges, they really delivered. Though we are still finalizing our name choice, we are thrilled with the options the team developed and really the whole process. 
• The work came in on the timeline that was outlined, and we felt like they understood all our needs. We were so impressed that we plan to recommend Catchword to yet another IDEXX line of business.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We delivered background on this product to the Catchword team before the creative work began, and it was clear in our first meeting that, despite the technical and somewhat complicated nature of the product, they understood what it could do and why it was deserving of a great name. 
The team was easy work with, whether that was scheduling meetings or quickly shifting to work with new team members on the project. They asked excellent questions to help develop parameters for the creative work and delivered a brief summarizing this project that required very few edits from our team. 
Catchword developed two rounds of names for us, but we were very happy with our options before the second round even began. Overall, they presented more than 100 name options, which had already been vetted to eliminate obvious trademark conflicts, and we had enough favorites to create a robust shortlist for further screening -- with several alternates that could be brought in, as required.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Catchword completed this work in a timely and efficient manner, and they provided us with the crucial creative we needed for what we believe will be a revolutionary product. While we are still finalizing the name choice, we are confident that we have what we need to go to market.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Yes, the Catchword team was agile and responsive. We felt like the work went seamlessly, on time and within budget. We are a highly organized team, and they were a natural fit, friendly but also very serious about doing good work.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The work we did with Catchword was incredibly productive. Especially with creative projects, there can be a high ratio of wheel-spinning to usable output. But the time we spent with them, and the work they generated, all felt extremely valuable. We are very confident recommending them to other lines of business in the IDEXX family.

Are there any areas for improvement or something Catchword could have done differently?

Not that I can identify

BACKGROUND

Please describe your company and position.

I am the Marketing & Communications of Water Street Healthcare Partners

Describe what your company does in a single sentence.

Water Street Healthcare Partners is dedicated to investing in and building market-leading healthcare businesses.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Our relationship with Catchword began 10+ years when we engaged its team to develop a new name for one of our healthcare companies. It was an important initiative - especially in identifying a name that highlighted the company’s new position after completing a merger AND honored its history. 

Catchword did an outstanding job leading us through a clearly defined process that recognized this important balance. Catchword’s recommendations were creative, thoughtful and well-received. The management team and we were extremely pleased with Catchword’s team, project management, and results.

• We were so pleased with Catchword’s work on our first naming project, we have continued to engage its team in a series of initiatives over the past 10 years, including name development and, most recently, a full brand development project including positioning, naming, and visual identity development. 

Catchword delivered outstanding work on budget and within an accelerated timeline. While our relationship with Catchword began with a single company name development engagement, we’re thrilled that its team has expanded its services to include brand strategy and positioning and visual identity/logo development.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We have engaged Catchword numerous times over the years. In our most recent initiative, we engaged Catchword to develop positioning and a new name and identity for a global healthcare organization that we formed by combining two businesses—CXV Global and Panacea Technologies. 
Together, these businesses offer a powerful blend of expertise and capabilities in automation, process control and high-touch professional services that optimize operations for life sciences and other highly regulated industries. The initiative involved a discovery phase including stakeholder interviews and a market analysis of existing naming conventions, messaging and visual styles. Following discovery, Catchword created a set of brand pillars and several brand positioning concepts. 
We saw appeal and applicability in two of the concepts, so Catchword developed a refined positioning that blended our preferred concepts. The statements were very insightful, reflecting a clear and deep understanding of our newly combined company, and how to communicate its advantage in the market. Once we finalized the brand positioning, Catchword developed a brand story, essentially a narrative that conveyed the value the newly combined organization brings to the life sciences industry. 
We began the process of name development, and followed Catchword’s naming process, which includes the creation of a naming-specific project brief, multiple rounds of name development and review (its team creates literally thousands of names as part of this process), and Google, domain, and trademark prescreening. 
As always, Catchword did an outstanding job. We selected the name, Catalyx. Catchword then completed the visual design phase. You can view the name and identity here. Catchword’s team developed a brand style guide codifying all the elements of our brand, including visual elements (typography, color palette, etc.), brand pillars and positioning, brand story, and examples of brand applications for signage, cards, stationery, merchandise, etc.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

On every initiative in which we’ve engaged Catchword, the outcome has been outstanding. Whether we’re working with Catchword on a company name development project or a full brand development project including positioning and design, the results are strong. Feedback from our team at Water Street, along with executives at our companies is extremely positive regarding how Catchword’s work supports our business objectives.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword’s project management is outstanding. Its team members essentially act as an extension of our marketing team. They have delivered their work on time (or early), on budget, and in an extremely professional and personable manner.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I don’t think it’s one thing that makes Catchword’s team unique. Rather, I think it’s the totality of their experience, ideas, work style, creativity and knowledge along with the strong results they deliver to us and our companies on every initiative.

Are there any areas for improvement or something Catchword could have done differently?

Not that I can identify

BACKGROUND

Please describe your company and position.

I am an executive of Vaco Holdings

Describe what your company does in a single sentence.

Founded in 2002, we are a professional services firm with almost 10,000 professionals in 20 countries providing a range of consulting, managed services, and talent solutions to clients in virtually all industries.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Develop a name and identity for our existing holding company with the purpose of facilitating the integration of the companies various brands
• Develop and promote a shared corporate culture to better unite offices and colleagues
• Provide more clarity for enterprise buyers on how our holding company solves clients most pressing needs

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Both phases of the project—naming and design—included a discovery phase during which the Catchword team researched and gained a deep understanding of our business, including the various companies and services that will exist within the new holding company. Creative Briefs were developed and approved by our team prior to any naming and design work.

During the naming phase, we reviewed well over 100 name candidates developed by Catchword over the course of two name presentations (though well over 1000 names were developed for the project), each name supported by a short rationale. The Catchword team did an excellent job of helping us to appreciate each of the candidate names and see their potential as actual brand names.

They also conducted a variety of screens—trademark, domain, and social—to assess the availability of names as those assets. The design process followed a similar course—discovery, then presentations of work. As in the naming phase, the Catchword team did an excellent job of explaining their work, including the numerous logo and wordmark options. We were especially impressed by the quality and creativity of the ideas, and the number of options Catchword shared with us.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We’re truly thrilled with where we landed with both the name and the design! While we’ve yet to introduce the new brand to the market, internal support has been fantastic. The name is evocative and strikes exactly the tone we were hoping for, and the design is really beautiful. The Catchword team really delivered on both fronts.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Catchword team was great to work with. They’re smart, responsive, accommodating, fun, and extremely easy to get along and work with. As expected, work was always on time and the project moved forward very smoothly.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

It’s very hard to put my finger on just one thing, but I suppose I was especially impressed by the process itself. It reflected years of experience doing just this work, fine-tuning the steps, how to manage a client team, speak to the work, and guide us all to the right solutions. We always felt like we were in the best, most capable hands.

Are there any areas for improvement or something Catchword could have done differently?

There were times during the design process when I felt a little unclear about what was in and out of scope, so perhaps the Catchword team could consider ways to improve that, but otherwise, no, they were great!

BACKGROUND

Please describe your company and position.

I am the Founder of Chord Marketing

Describe what your company does in a single sentence.

As a brand and marketing consultant I work with companies to sharpen their brand purpose and integrate it into brand, marketing, product, and sales strategies so they can work and grow more efficiently. I have engaged Catchword as both an independent brand and marketing consultant and as the Head of Marketing for a Fortune 100 company.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• I have engaged Catchword three times for both company and product naming assignments – including renaming an early-stage healthcare company, rebranding a $1B+ consulting firm, and naming a mobile healthcare app in partnership with three Fortune 50 brands.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• First-rate professional experience equal to the largest branding agencies

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

I engaged Catchword three times for both company and product naming assignments – including 

1. renaming an early-stage healthcare company – name and logo design; 
2. naming a mobile healthcare app in partnership with three Fortune 50 brands – product name and 
3. rebranding a $1B+ consulting firm – name, logo, and visual brand guidelines.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Initially client satisfaction, then proof that their name and design flowed into roll-out plans without downstream challenges for the execution teams. All assignments contributed to successful brand/product roll outs and business outcomes.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Always on time and as important always in communication upfront about what the process entails and what is required by both them and clients to stay on schedule. They made the effort to immerse themselves in the client’s brand purpose so that the naming options presented were both strategically sound and exciting. 

At all times, clients felt in charge such that the final solution selected felt like a natural fit for the company brand and culture. They also provided sound advice and the tactical legwork required to ensure the highest likelihood of passing trademarking requirements.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I was impressed by their first-class capabilities equal to that of the largest firms with boutique-like client service leaving me and clients with the highest level of confidence. Catchword is my trusted brand and product naming partner.

Are there any areas for improvement or something Catchword could have done differently?

No, honestly no.

BACKGROUND

Please describe your company and position.
I am the Senior Director, Veterinary Software Marketing of IDEXX

Describe what your company does in a single sentence.

We help pets lead fuller lives by giving veterinarians the tools, technology, and insights to see clearly and get the answers they need.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Support naming of a new software platform for pet parents
• Deliver a new brand/identity to support the product launch

SOLUTION

How did you find Catchword?

• Online Search
• Clutch Site

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Capabilities

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The process started with discovery and immersion in our company and the product brand, which was crystallized in a creative brief to guide name development. They did interviews with stakeholders and met with our team to really understand who we are and how this platform will make a difference for owners, vets, and pets. They did two rounds of creative development for the name, checking in with us after each to zero in on what worked best. Then they did prescreening for name availability.
We narrowed down the candidates and had our legal team review. Once we selected the final name, we went back to Catchword for the logo design. They met with us to get a sense of our visual preferences and developed a creative brief. Then they delivered over 10 design concepts for us to respond to, and we narrowed it down and they made design refinements. Along with all the files for the design, they delivered a brand style guide that details specs and proper usage of the visual identity.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?
All our internal stakeholders are very happy with the name and design, and our team couldn’t be more satisfied with the process. In fact, we’ve already recommended Catchword to another group within our company and may engage them for further visual identity work. In the 3 years I've been at IDEXX, we have never had a smoother naming project.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Catchword team kept us well informed of the process and project status throughout the engagement. They anticipated many of our questions and were quick to respond to any concerns. Every deliverable was received on or before the expected time. We felt very well taken care of.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Catchword's folks were experts in both naming and design with decades of experience and a super-impressive portfolio, yet they still approach each project fresh, with tons of curiosity and enthusiasm for your business.
Business meetings are not usually something I look forward to, but Catchword work sessions and presentations were always fun. I’m looking forward to the next project! I told Mark that I just wish I had more things to name. Working with people who are both experts *and* fun is such a treat.

Are there any areas for improvement or something Catchword could have done differently?

None that I can think of. They took care of everything.

BACKGROUND

Introduce your business and what you do there.

I’m the chief of staff for a nonprofit engineering association. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We have three nonprofit organizations with one CEO, and we were looking at the synergies between each nonprofit and figuring out how to position ourselves to create a consistent identity. We hired Catchword to help us with that positioning and all the branding elements that went along with it. 

SOLUTION

What was the scope of their involvement?

We had a kickoff meeting, and Catchword interviewed many internal and external stakeholders. We collaborated on our brand positioning statement, and they developed a new name, tagline, logo, and visual elements. They also created branding materials for our company. 

What is the team composition?

We worked with two primary points of contact, but a few others were working on the team. 

How did you come to work with Catchword?

We found them through a Google search and then read their reviews on Clutch. We put out an RFP and had about 10 companies respond; from there, we decided to move forward with Catchword because they had a modern approach, and we thought it would be a good fit. 

How much have you invested with them?

We spent a little more than $100,000. 

What is the status of this engagement?

We worked together between March 2022–February 2023. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We were very happy with the quality of the work and everything they delivered to us. 

How did Catchword perform from a project management standpoint?

They stayed within deadlines and always stayed on task. Catchword was consistent in meetings and kept us updated. The team was responsive, and we primarily communicated via email. 

What did you find most impressive about them?

The service provider was tenacious and proactive in their approach. We loved the energy they brought to the engagement and their dedication to the project. Catchword had a positive attitude throughout the engagement that was infectious. They also did a great job learning about our organization to understand our needs. 

Are there any areas they could improve?

There was a bit of a misunderstanding about our name at the beginning of the engagement, but we were able to sort that out. 

Do you have any advice for potential customers?

Trust them because they have a great process; if you follow that, you’ll succeed. 

BACKGROUND

Please describe your company and position.

I am the VP, Head of Marketing

Describe what your company does in a single sentence.

Our company is a global financial technology firm, delivering advanced data, operations, and analytics platform utilized by some of the world’s most sophisticated asset managers and financial services organizations.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Create a product name that resonates with our target audience and captures the product's capabilities.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Good value for cost

What was the size of Catchword’s team?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword has been an invaluable partner in our efforts to name our product. Their team's expertise and dedication to the task at hand were evident from the very beginning. They created a comprehensive timeline and process, which served as a roadmap to achieving our naming goal. Throughout the naming creation process, Catchword provided us with valuable insights into the thought process behind each name. They helped us narrow down the list of options to 50 based on our preferences, while also conducting a linguistic and cultural screening to ensure that the names were suitable for our target audience.

What stood out most was the exceptional level of service we received from our representative, Mark Skoultchi. He was always available to answer any questions we had and went above and beyond to offer assistance outside of our agreed-upon scope of work. His dedication to ensuring our satisfaction was truly remarkable. Overall, Catchword has been an outstanding partner throughout the naming process. Their expertise, professionalism, and commitment have been invaluable.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• The number of viable options for the name. The support throughout the process. The assurance that the name is appropriately suited in our target market and global market.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Mark and his team were exceptional in their ability to assist us in achieving our timeline goal. Their agility and attentiveness were key factors in ensuring our project's success. We were impressed with their ability to respond quickly and effectively, providing us with the necessary support and guidance whenever we needed it. Their willingness to go above and beyond to help us achieve our objectives was greatly appreciated and contributed to the overall success of the project.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The ease in working with them.

Are there any areas for improvement or something Catchword could have done differently?

N/A