River + Wolf

BACKGROUND

Introduce your business and what you do there.

I’m the founder of a company in the process of creating a line of adaptive children’s clothes.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We hired River + Wolf to help us establish a brand name.

SOLUTION

What was the scope of their involvement?

River + Wolf followed a very methodical process. They spent time understanding the goal of our business and product by giving us a questionnaire and then discussing our responses with them. They dove in, really trying to analyze our responses, before developing a creative brief to work from.

We then discussed the creative brief, asked questions, and refined the outline. The process helped us hone in on specific brand attributes we wanted to highlight. They then came up with a list of numerous names and completed an initial search of the US trademark and patent office to determine the level of risk of each of those names.

Finally, they created a formal presentation to introduce the names, their meaning, and describe the level of risk associated with them.

What is the River + Wolf team composition?

We worked directly with Margaret (Founder & Chief Creative, River + Wolf) and a team of a few other individuals. However, we felt like we had the resources of the entire organization at our fingertips, with everyone pitching in.

How did you come to work with River + Wolf?

I was Googling brand naming agencies and found a Clutch Top Performer badge on a company site. I searched Clutch and found a vast amount of resources, including River + Wolf. I liked that they specialize in naming and could clearly articulate what they do. It was a great fit, and I plan to use Clutch in the future.

How much have you invested with them?

I spent between $15,000­–$25,000.

What is the status of this engagement?

The project lasted from August– November 2019.

RESULTS & FEEDBACK

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

I loved every single name they presented to us. They clearly understood our brand and delivered quality creative that focused on our brand message. It was difficult to choose only one name because we had so many solid options, but I’m excited about the one we chose. From the beginning to the end of our project, I am pleased with how the project went.

How did River + Wolf perform from a project management standpoint?

Margaret is a delight to work with—she’s communicative and passionate about what she does. She knows the business very well and understands the significance of a brand name. She was incredibly responsive and would turn around a thoughtful response almost immediately. She also gave us plenty of time to complete our side of the project and didn’t rush anything. The process went really well and we were able to stay on track.

What did you find most impressive about them?

 It’s difficult to choose just one thing that makes them stand out because it was such a positive experience. The knowledge they brought to the project was on another level. They have extensive business experience and have implemented a process that clearly works for them and their clients.

Are there any areas they could improve?

There isn’t anything I think they need to improve.

Do you have any advice for potential customers?

Be clear about what you’re trying to achieve, but stay open to their suggestions.

BACKGROUND

Please describe your company and your position there.

Ghostery is a digital privacy company based in New York City. I am the President and the Head of Product & Marketing.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

Ghostery hired River + Wolf to help us name a new product that we are launching in 2019.

What were your goals for this project?

Our goal for the project was to choose a name and nomenclature that built on our brand and positioned our new product to enter a new market.

SOLUTION

How did you select this vendor?

We selected this vendor because we were really impressed with our initial phone call with Margaret about the River + Wolf methodology. She was extremely knowledgeable and was clearly an expert in her field. It was also clear that her team was small enough to keep our costs down; bigger firms with bigger teams had quoted us much higher estimates for the same work.

Describe the scope of their work in detail.

The process began with a discovery phone call where we discussed the historical context of the company, the new product and its value proposition, as well as existing elements of the brand. This was followed by an in-depth questionnaire where we answered very specific questions to provide more detail about the product, as well as questions pertaining to what sort of names, nomenclatures, and concepts we liked and didn't like.

River + Wolf took this information and compiled a preliminary set of names, which they presented to our team for review. From here, it was an incremental process of providing feedback to River + Wolf on the names and concepts we did and did not like to narrow the list down. This shortlist of names underwent additional legal and contextual screening to further winnow the list down to a final set of names, from which we selected our ultimate choice.

What was the team composition?

We worked directly with Margaret Wolfson, the Founder & Creative Director of River + Wolf, though she had a team of naming specialists as well as a legal consultant working on our project.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We successfully named our new product, Ghostery Midnight, which we have announced will launch in fall of 2019.

How effective was the workflow between your team and theirs?

The workflow between our teams was effective. We would communicate quite frequently via email and phone call, with scheduled presentations and working sessions throughout our engagement.

What did you find most impressive about this company?

I found the responsiveness and thoroughness of River + Wolf very impressive. They also went above and beyond in responding to our (sometimes changing) attitudes towards names, which required that they explore quite a few concepts on our behalf.

Are there any areas for improvement?

I think it took River + Wolf a little while to really understand our product offering and triangulate our naming preferences with the brand and the product functionality. We got there in the end, but I think it took us all a little longer than we thought to get there.

BACKGROUND

Please describe your company and your position there.

NCC is a national TV advertising and data-driven technology company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

We needed a new name.

What were your goals for this project?

We wanted to quickly find a new name that aligned with our values and position in the industry.

SOLUTION

How did you select this vendor?

They were recommended by a friend. 

Describe the scope of their work in detail.

River + Wolf developed a comprehensive list of names according to the guidelines we gave. They subjected each name to a preliminary trademark screening and offered guidance on its risk level.

What was the team composition?

We worked with their CEO, CMO, chief of staff, creative director, and corporate communications team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We're proud of our final name and excited to use it.

How effective was the workflow between your team and theirs?

The workflow was great. We stuck to the timeline and they helped us stay on schedule. When we provided feedback, they adopted it and evolved the product. They were collaborative and communicative throughout, explaining the status of each deliverable at every step.

What did you find most impressive about this company?

I was impressed by how they pinpointed our needs and provided a list of names that hit our brief perfectly. Within two rounds, they gave us a list of names that thoroughly fulfilled our requests.

Are there any areas for improvement?

Sometimes, the explanations they gave were too redundant and lengthy.

BACKGROUND

Introduce your business and what you do there.

I’m the head of global category for Mayborn Group (Tommee Tippee), a multinational baby products manufacturer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We were looking to further expand into a different market and needed a new brand name.

SOLUTION

What was the scope of their involvement?

We had a few preliminary discussions to explain our needs, and we sent them a package of orientation materials. We included category insights, consumer data, brand guidelines, and other strategic content so River + Wolf could get a better understand of our business. From there, they returned with a customized naming questionnaire for our organization to fill out. They used our answers and formulated a list of potential names that could survive a trademark knockout search and cover five areas of trade.

What is the team composition?

We communicated directly with Margaret (Founder & Chief Creative, River + Wolf) as our main point of contact.

How did you come to work with River + Wolf?

Our head of branding in the UK wanted an American-based company that would know the market we were trying to enter. They looked online and read reviews of several vendors. After contacting a few teams with a proposal, River + Wolf responded quickly and was confident they could complete the project for us.

How much have you invested with them?

We spent $24,000 on their services.

What is the status of this engagement?

We completed the project under a tight timeline, so we worked together from January–February 2019.

RESULTS & FEEDBACK

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

We’re currently identifying the final name and completing the trademark clearances, so we haven’t been able to gather feedback yet. However, it was amazing that they finished the entire exercise within our limited time restraints.

How did River + Wolf perform from a project management standpoint?

River + Wolf was excellent at managing the project. I couldn’t ask for a better partnership. They were accommodating in terms of our schedule, timezone difference, and overall needs. We found a great balance in responsibilities between our teams. They were able to work independently while keeping me informed throughout the process.

What did you find most impressive about them?

Their passion and authenticity stood out—we could tell they were invested and connected with our project. They were responsive and friendly during all of our communication. We liked their strong, unique methodology— I can’t say enough positive remarks about it. They also should get twice as much credit for completing the project as quickly as they did.

Are there any areas they could improve?

I can’t think of anything they could have done better for us.

BACKGROUND

Introduce your business and what you do there.

I’m the director of sales and marketing for CBIZ, a human capital management firm. We provide payroll and benefits services to all-size businesses across the US.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We were launching a new product and hired River + Wolf to help us create a name for it.

SOLUTION

What was the scope of their involvement?

To begin, their team spent significant time gathering information on our company. They dedicated themselves to identifying key aspects of our business’ culture and goals. To gain an understanding of what we were looking for, they had us fill out several forms to get our opinion on existing marketplace names and our direction as a company. We had several calls to discuss the intel River + Wolf collected and provided feedback.

From there, they used all of our input and created a list of names. Margaret (Founder & Chief Creative, River + Wolf) took the time to explain each option and gave us useful definitions for each word. Their team showed us how to create a marketing pitch for each name. They also attached a PowerPoint so we had visual imagery to base our decision on. Once we narrowed down our list to three names, River + Wolf managed the trademark and legal services for us, which is wrapping up soon.

What is the team composition?

Maraget was our main point of contact during the project.

How did you come to work with River + Wolf?

We followed a recommendation from someone within our company and reached out to River + Wolf. After we met with Margaret and went through the interview process with her, it was clear her team would be the right choice because of their detailed approach. They researched our company and came to our meetings prepared, which made them stand out.

What is the status of this engagement?

The project ran from December 2018–February 2019. River + Wolf is still supporting the legal trademark process, but the main project is complete.

RESULTS & FEEDBACK

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

We haven’t launched the product yet, so it’s difficult to measure their success. However, we’re delighted with their work and approach.

How did River + Wolf perform from a project management standpoint?

They managed the project excellently. Margaret had a close attention to detail and kept everything on track. Even when our internal team was busy with the launch, River + Wolf ensured we communicated effectively and gave them feedback. We mostly spoke through email and over the phone, and their team consistently followed up on our needs.

What did you find most impressive about them?

Their immense attention to detail is unmatched in the industry. They got to know our company and cared about our culture and goals. Their consistent communication was also valuable.

Are there any areas they could improve?

There’s nothing they could have done better.

BACKGROUND

Introduce your business and what you do there.

I’m CEO and president of Luscious Cosmetics, a vegan, cruelty-free independent beauty brand. I started the company to create a range of makeup to work with all skin tones.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

When we entered the US market, another company in the beauty space filed a trademark infringement suit against our name. We didn’t have the resources to litigate against this large business, but we also didn’t want to entirely abandon our brand and start from scratch. To avoid this outcome, we hired River + Wolf to help us find a new name and get a trademark to end our legal issues.

SOLUTION

What was the scope of their involvement?

River + Wolf helped me find a new name that included the word “luscious” but also rebranded our image moving forward. Margaret (Founder & Chief Creative, River + Wolf) presented a list of names and we worked together to narrow the choice down. She explained the etymology of each word and how it would relate to my target market. After hundreds of IP lookups and trademark searches to ensure the names we liked weren’t taken. Once we landed on a brand name, Margaret helped us secure the trademark.

What is the team composition?

Margaret was my only point of contact.

How did you come to work with River + Wolf?

When I was faced with the legal naming issues, I knew I wanted to hire an expert with a technical background. I found Margaret online and saw she had worked with several companies I was fond of. After contacting her, I appreciated her empathy for my situation and level of involvement she offered, so I chose her for the project.

How much have you invested with them?

We spent between $16,000–$18,000 on their services, and it was well worth it.

What is the status of this engagement?

We worked on the project in August 2018, and we finished it within two weeks because of the trademark deadline we were under.

RESULTS & FEEDBACK

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

First and foremost, we were we able to pacify the company who filed legal actions against us. The support from River + Wolf helped us avoid starting our brand over from scratch and we got to keep the visibility we developed over the years. We also secured the trademark very quickly with their support, so no time was wasted and everything was done professionally.

How did River + Wolf perform from a project management standpoint?

We primarily spoke over the phone and through Skype on a weekly basis. Although I have a full plate as an entrepreneur, Margaret ensured she got in contact with me to work through every step.

What did you find most impressive about them?

River + Wolf’s expertise was remarkable—they take an artistic approach to their work. Margaret knew everything about the words she suggested, ranging from the Greek mythology attached to it and the way it sounds to a customer. The process was fast and logical, which I appreciated.

Are there any areas they could improve?

There’s nothing they could have done better; I was very satisfied.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing for a chocolate company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

Our brand name wasn’t a good fit for our product. It was hard to pronounce, so people had trouble ordering it or recommending it. Therefore, we needed a specialized marketing firm to rename the company.

SOLUTION

What was the scope of their involvement?

Our engagement with River + Wolf started with a brief consultation. I talked to Margaret (Founder, River + Wolf) on the phone and we talked about our goals as a company. She sent me a potential scope of work document that included fees and outlined the deliverables. Once I agreed to their terms, the naming process began.

Their team did a preliminary trademark search before they presented any naming options. They also provided several contacts capable of performing a full and in-depth trademark search. While River + Wolf didn’t offer that service, I felt comfortable working with who they recommended.

While they technically went through a single round of naming iteration, it felt more like five rounds. Margaret is constantly thinking of new ideas, so they were able to provide a full breadth of options. I selected a few I liked, but Margaret kept working from that feedback to produce more and more alternatives. It was an extensive process, but a worthwhile one.

What is the team composition?

Margaret was our main point of contact, but we also worked with three other resources from River + Wolf.

How did you come to work with River + Wolf?

After a couple of Google searches, I used Clutch to find five vendors within our price range. After interviewing it each firm, we found that River + Wolf would complement us best.

How much have you invested with them?

We spent just under $25,000.

What is the status of this engagement?

Our engagement with them took place from November–December 2018.

RESULTS & FEEDBACK

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

We had the budget to hire two naming companies simultaneously. After testing the top five options presented by both companies, River + Wolf had the winning name by quite a large margin.

How did River + Wolf perform from a project management standpoint?

The scope of work document they sent us accurately described the services they intended to provide and how much everything would cost. Everything was clear and concise. As I alluded to earlier, Margaret did a fantastic job communicating with us. She and I exchanged e-mails every morning and night on both weekdays and weekends. We immersed ourselves in the project, and she made it an enjoyable process. Their performance during iteration and throughout the final presentation was highly professional.

What did you find most impressive about them?

I expected River + Wolf to be a creative wildcard, and that’s what they turned out to be. Their level of creativity and passion for what they do set them apart from similar vendors.

Are there any areas they could improve?

No. We’re incredibly happy with them, so I don’t have substantial criticism to offer.

BACKGROUND

Introduce your business and what you do there.

I am the dean of the arts division at UC Santa Cruz. My division has comprehensive performing and visual arts programs for grads and undergrads that focus on theory and practice intersection.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

When I entered the school as a new dean, I came with an initiative to help artists become entrepreneurs after completing their course of study. I needed to integrate this idea, philosophy, and curriculum into the arts division, brand it, and market it as a major feature of my deanship.

SOLUTION

What was the scope of their involvement?

They helped me define the initiative through a set of communication documents. We created a class with revolving guest artists who are exemplars in the field. As each guest lecturer arrived, they prepped them for the class. Margaret (Founder and Chief Creative, River + Wolf) co-taught the class with me and participated as a speaker.

We’re currently assembling a booklet that documents the work we did in the class, and we have a planning timeline for the next two years to set strategies and integrations with the rest of the department and other entities. They bring their graphic perspective and verbal facility to bear in compelling brochures and other materials for students, academics, and donors.

The whole project is coming together in phases. They create a blueprint of action items, documents, and other deliverables that are valuable assets for fundraising, development, and marketing. We always have the big picture in mind.

What is the team composition?

Since we are both principals, I work directly with Margaret. I work very closely with her and am very aware her design team/

How did you come to work with River + Wolf?

I’ve known Margaret for many years as an artist and someone who works in the not-for-profit world as an educator. She helped me when I was trying to articulate a framework for a class I taught at another institution. Her ideas are provocative and challenging, and I trust her implicitly. We share aesthetic values and have the same standard of excellence. When I developed this initiative at UC Santa Cruz, I knew she was the natural choice. She was the only person I considered.

How much have you invested with them?

The last contract was around $77,000.

What is the status of this engagement?

Discussions for the project started around September 2017, and the contract was finalized in December 2017. They were tremendously generous with their time before the contract was finalized. We plan to continue our collaboration through the end of 2018.

RESULTS & FEEDBACK

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

We are in the process of trying to meet requirements of a University of California Office of the President grant. There are a lot of metrics attached to that project, including the number of students we interact with, the curriculum we develop, and our marketing and public image. Without their help, we would not have the clear metrics we need to qualify for the grant. Thanks to their intervention, we’ve exceeded our goals.

How did River + Wolf perform from a project management standpoint?

Margaret has the capacity to think on so many levels and is excellent with staff. She’s worked with several members of my team to assess individual talents and always looks for ways to maximize potential. Her methods are never heavy-handed; she’s an integrative, thoughtful listener who makes everyone feel like they’re participating and contributing.

What did you find most impressive about them?

I’m so grateful to them. They’re always careful and respectful of our deadlines, and they keep me on track. Their flexibility is a major asset, and the value they provide for the money we spend is tremendous. All the costs are clearly aligned with tasks they complete, and I’ve never seen this level of clarity or concern for my needs from any other vendor.

They’re extremely knowledgeable of current events and can communicate with anyone. No matter who their client is, they will do the research to complete any task at hand.

Are there any areas they could improve?

I get exactly what I need and can’t think of anything they should improve. Margaret is the hardest worker I’ve ever met, and her turnaround times are nearly immediate. I hope she has enough people on her team to allow her the bandwidth she needs.

Do you have any advice for potential customers?

There are so many firms out there, and its hard to know who to trust, especially as a nonprofit organization. As a dean at a public university, I wholeheartedly recommend working with River + Wolf.

BACKGROUND

Introduce your business and what you do there.

I am the Head of Communications at IEX. We are a stock exchange on a mission to build fairer markets.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We engaged with River + Wolf to conduct a workshop that would educate us in the process of selecting a name that would serve as a strong foundation for growing a nascent business. 

SOLUTION

What was the scope of their involvement?

River + Wolf was enlisted to help us understand the challenges associated with naming a new business. Their practical knowledge in that area was something that our team lacked. Our engagement was oriented toward the training of how to develop a name rather than picking the name itself.

What is the team composition?

We worked solely with Margaret (Founder/Creative Chief, River + Wolf).

How did you come to work with River + Wolf?

My colleague interviewed between 5–10 different agencies, a process that considered what each could do for us, and we thought River + Wolf could best fit our specific needs.

What is the status of this engagement?

River + Wolf hosted the workshop in September.

RESULTS & FEEDBACK

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

Our workshop included the training and practical realities around name selection and the strategy for finding a suitable one. We were introduced to many of the challenges we would encounter. For example, we had certain preferences for a single-word name and avoiding a coined word or a compound word. Margaret opened our eyes to the idea that two decades ago, that would be more viable, but it’s now rare and challenging to identify a name that we like that hasn’t been taken already. She led us through the realities of the current naming environment and saved us a considerable amount of time and effort.

How did River + Wolf perform from a project management standpoint?

Margaret helped us structure the right conversations that both leveraged the ideas and inputs from across the organization while bringing in a great level of outside, expert perspective.

What did you find most impressive about them?

Margaret provided case studies from outside of finance which gave us the right level of inspiration.

Are there any areas they could improve?

We are quite pleased with Margaret’s work and guidance. I can’t pinpoint any specific area that needs improvement.

BACKGROUND

Introduce your business and what you do there.

I’m the head of product development for a beauty and spa company. We privately own and operate 17 beauty styling stores on the east coast of the United States. Eleven of those stores are located inside luxury shopping malls.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with River + Wolf?

We struggled to name our service and our nail polish, so we decided to look for a partner to help.

SOLUTION

What was the scope of their involvement?

In an initial discovery meeting, we spoke with River + Wolf to discuss ideas for the name. A few weeks later, they came back with a PowerPoint presentation that included multiple names for our 27 nail polish shades and over 100 options for our shade names. Each idea was accompanied by a short explanation. They accounted for legal issues in each of the name options.

What is the team composition?

We worked with the founder of River + Wolf.

How did you come to work with River + Wolf?

We contacted several companies on Clutch. River + Wolf was kind, sincere, and enthusiastic, so we chose to partner with them.

How much have you invested with them?

In total, we spent $20,000.

What is the status of this engagement?

We worked together from March 2018–July 2018.

RESULTS & FEEDBACK

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

The names were praised both internally and externally. We’re very satisfied with the quality and speed of their work.

How did River + Wolf perform from a project management standpoint?

The founder managed the project extremely well. She was responsible, knowledgeable, and timely. Her guidance was valuable to our company. Additionally, River + Wolf was very responsive throughout the engagement.

What did you find most impressive about them?

They worked as part of our internal team. We really appreciated their patience and their willingness to share their own ideas.