River + Wolf

BACKGROUND

Introduce your business and what you do there.

The Bushnell Center for the Performing Arts is Connecticut’s largest performing arts center. We have been in business almost 90 years. We are a producer and we also present programming and venue management. We are an award winning arts in education program. We received awards from the National Endowment for the Arts, the US Department of Education, and the GE Foundation.

I’m the senior vice president of education and community initiatives. I work with various organizations in the community and schools to do community programming. We collaborate and partner with public, private, and charter schools to create professional development for teachers as well as design and implement arts in education/enriched curriculum.

OPPORTUNITY / CHALLENGE

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

We found that even though we were doing a lot of work in schools, we weren’t able to tell our story or enrich our brand. We knew we had an opportunity to tell our story but we didn’t know how to tell it.

SOLUTION

What was the scope of their involvement?

We worked with River + Wolf initially to work on brand storytelling. They also helped us with copywriting some of our partner programs. One of the most significant reasons we continued working with them was because we had received a grant for $1 million to help us go to the next level. River + Wolf helped us to know how we could do that by developing the program model and the program guide. They’ve worked on a total of 7 or 8 projects for us.

How much have you invested with River + Wolf?

The average project with River + Wolf costs between $25,000 and $30,000.

What is the status of this engagement?

The most recent time we hired them was 9 months ago. As we plan for the future, we know we’ll continue to work with them because of the great experience we’ve had and the quality of work they offer.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

What River + Wolf did was powerful because it was truly a brand extension for us. We were able to use the product to introduce our art education program to our industry and others on a local, regional, and national scope. When I would speak at the Broadway League, I would take the product created by River + Wolf. I would use that in my presentation to give people an idea of how they might be able to do the same thing in their performing arts centers. Recently, we had an opportunity to work with a new partner in China, so River + Wolf is helping us tell our story internationally as well.

One of the reasons we were able to receive the $1 million grant from the foundation was because the foundation was aware of the earlier work that River + Wolf had done for us. The foundation was so impressed with what we had done with the first level of our model that they wanted us to replicate the same model for other communities. For 1 community, our program helped reduce some of their remedial reading by half because they were using the strategy and product that River + Wolf created.

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

They were excellent. They were very timely and kept our team on schedule.

What did you find most impressive about River + Wolf?

They helped us have a better understanding of how our brand is changing and what we can do with it. The brand storytelling was really important for us because oftentimes at a performing arts center, people believe that the work you do is what happens onstage. River + Wolf was able to show that the work we do is in the community—local, regional and national—which would not have been seen otherwise. I appreciated their attitude—they wanted to know what they could do to help us succeed. Their team was dedicated and thoughtful.

Are there any areas River + Wolf could improve?

No. As they led us through this process, we learned more and understood more. We were very happy with their work.

BACKGROUND

Introduce your business and what you do there.

We are an early-stage organization working in the education segment. I am the managing director of the company.

OPPORTUNITY / CHALLENGE

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

We worked with River + Wolf on finding a business name that would be competitive in the market.

SOLUTION

What was the scope of their involvement?

River + Wolf gave us a questionnaire about our goals. It was followed by a phone call meant to clarify our answers. River + Wolf explored a few names, giving us a list of 20 options.

How did you come to work with River + Wolf?

We found River + Wolf through a Google search. I omitted any companies which didn't specify pricing. Between the ones who did, the prices varied wildly, which made the selection difficult. Based on the look and feel of their website, River + Wolf seemed to be an engaging company. The terminology used and the actual content were good.

How much have you invested with River + Wolf?

The cost of River + Wolf was below $10,000.

What is the status of this engagement?

We started working with River + Wolf in October 2016. The work took 4-5 weeks to complete.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We have trademarked and are currently using the business name developed by River + Wolf.

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

River + Wolf was clear about its activity and what was needed from us. Everything seemed to run on time, and we understood where we were within the process.

What did you find most impressive about River + Wolf?

Finding a name for a business is a very difficult task, like naming a baby. I don't know how other companies do this, but there are few providers in the UK for this type of work because people usually come up with their own names. As such, I have no comparisons for River + Wolf, but we found their service useful. I have no negative comments.

Are there any areas River + Wolf could improve?

No, it was a hard task to undertake, but River + Wolf made it clear what steps we should go through, gave us many options, and narrowed down the possible names.

BACKGROUND

Introduce your business and what you do there.

Nessta Life, Inc. manufactures customized nutrition for women inspired by the latest gender-based research. I am the founder and chief executive officer.

OPPORTUNITY / CHALLENGE

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

Our product line is named Eat Like a Woman®, but we are growing to include other product lines for men and children. We needed an overall company name as an umbrella for all the future brands.

SOLUTION

What was the scope of their involvement?

We needed a new company name that we could trademark, appeal to both sexes, embrace our current brand, and make us credible within the science community.

How did you come to work with River + Wolf?

I discovered River + Wolf during a Google search on a quest to find a “boutique” naming agency. I prefer a personalized creative working relationship and their website presented itself as such. I also demanded a firm that was passionate about the brand story and had major past successes.

How much have you invested with River + Wolf?

In the $10,000 range.

What is the status of this engagement?

We had a fast turnaround because our product packaging was being designed to launch our company within 6 weeks.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Margaret Wolfson [Founder of River + Wolf] not only helped with brand focus and naming architecture, but she also delivered almost 100 potential names quickly in an impressive power point. She knew the importance of feeling connected to the new name and presented options in these categories: natural language, coined names, compounds, and short phrases.

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

This was our first time working with a naming company. Margaret was a master at guiding the process, so we stayed on schedule and I knew what to expect.

What did you find most impressive about River + Wolf?

Margaret is a MASTER wordsmith! Her passion and enthusiasm are impressive. My company is a start-up, yet I felt like one of the big brands she deals with daily. She fully understood the food & beverage world and could apply her experience to guide my journey.

Are there any areas River + Wolf could improve?

I highly recommend River + Wolf to any company searching for a new name. The experience was outstanding, and lots of fun! Margaret is truly gifted.

BACKGROUND

Introduce your business and what you do there.

I am the founder of quarterlane, a book subscription and gift service tied to the independent bookstore I work at in Massachusetts.

OPPORTUNITY / CHALLENGE

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

My business did not exist yet as it was in a pre-launch phase, and I needed help brainstorming the brand identity by coming up with a name for my business.

SOLUTION

What was the scope of their involvement?

Margaret [Wolfson, Founder of River + Wolf] helped me come up with a name that encapsulated the brand identity of my business and did so in a very organic, intuitive way. Whenever I got stuck, she helped me remove those mental blocks I was having through the processes of brainstorming and analysis.

How did you come to work with River + Wolf?

I found Margaret through a Google search of naming agencies. I read testimonials about her, and she had been named as a top naming agency in articles. She was the only agency I contacted.

How much have you invested with River + Wolf?

We have spent around $8,000.

What is the status of this engagement?

We began working with them in May 2016, and the work finished a month later.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I would say that Margaret’s work with me was vital in that the beginning of any branding is with the name. With that said, I feel that the name feels like the right one - very authentic and on brand. When we launched officially in September, we also got feedback that it is a good name, fits the brand, and it is easy to remember.

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

I found them easy to work with. River + Wolf was intuitive and professional. They were always on time. We worked through idea generation in a very clear way. Margaret’s process is easy to map, follow, and understand. She has a very intuitive and sensitive way of working that hones in on the message that you are trying to convey with a name. She is also incredibly organized.

It was a delightful process working with Margaret, and I cannot imagine going through the process of naming with anyone else. I think she is one of the best in the business and knows how to assess the process of branding and identity.

Are there any areas River + Wolf could improve?

I am such a happy customer that I cannot think of a way the working relationship could have been better. It was exactly what I wanted.

BACKGROUND

Introduce your business and what you do there.

HPO Ventures Inc. is a startup focused on helping busy women manage their home and household lives. I’m the founder and CEO.

OPPORTUNITY / CHALLENGE

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

We hired River + Wolf to provide a name for our platform.

SOLUTION

What was the scope of their involvement?

We found that women are responsible for 85% of what goes on in the household and there wasn’t a way for them to manage all their responsibilities. We found out that women need content and information but also connections to services that can help them. River + Wolf helped me clarify and think through the strategy of securing a name for our brand and even what happens with the name afterwards.  The name of the platform is JOYST.

How did you come to work with River + Wolf?

I knew bigger firms in this space because of previous work I’d done, but I was looking for specialists in naming.  I wanted someone who understood branding and had a history. I interviewed several firms and felt an immediate connection with River + Wolf. They had the background and credentials, and they understood what I wanted to accomplish.

How much have you invested with River + Wolf?

We spent less than $10,000 with River + Wolf.

What is the status of this engagement?

We started our relationship in February 2016, and the project was completed in March.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We just launched the first phase of the site last week, and everyone we talk to loves the name.

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

They were very professional and met every deadline. River + Wolf exceeded my expectations.

What did you find most impressive about River + Wolf?

It’s a combination of the creativity and a firm understanding of the naming process.

Are there any areas River + Wolf could improve?

No, they were amazing.

BACKGROUND

Please provide us with a brief description of your company.

We are a new facial bar based in New York City. Our goal is to show people that taking care of their skin is just as important as taking care of their teeth or hair. We provide people with fast, affordable, and extremely effective facials.

What is your role at the company?

I am a co-founder and co-CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached River + Wolf?

We were looking for a name that represented my partner and I as well as the premium product we are providing to our clients.

RESULTS & FEEDBACK

What were the results of the project, and are there any metrics you can share?

Margaret did an amazing, in-depth dive to find a name for our new company.  She came back with a number of excellent options that my partner and I both loved, and helped lead us through a selection process.

When working with them, was there anything unique or special about them compared to other partners you may have worked with?

Margaret [Wolfson, Chief Creative at River + Wolf] was all around a pleasure to work with.  She was prompt, kind, and very fair in price.  She is a true wordsmith and a genius at her profession. We were lucky to have her on our team.

Looking back on the project do you have any constructive criticism? Is there any area that they could improve or you would do differently?

I can't think of any criticisms for River + Wolf. Margaret did exactly what we asked her to do, and we are very pleased with the name she came up with. 

BACKGROUND

Please describe your organization.

We're a private investment firm focused on high net-worth clients.

What is your position?

I'm the co-founder and director of the company.

OPPORTUNITY / CHALLENGE

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

We hired River + Wolf to name us, and assist us with our company's identity and branding. It was most important to come up with a name that really resonates with the demographics of our target clients, which are ultra-high net worth investors, wealthy families, and very select boutique wealth management firms globally. We wanted to make sure that the name connects, and has a fresh sound and look to it. Also, it needed to reach an international scope, where it doesn't translate to something negative in different languages. We had to go through all those filters.

SOLUTION

Please describe the scope of their involvement in detail.

The first phase of the engagement was obviously naming, and then later we worked with the team that handles the branding, identity, and logo design.

I've worked on naming projects in the past, where the naming process was very difficult. The company I hired for that project didn't connect with the message I was trying convey. Even when I was part of the brainstorming process, they just couldn't connect with me as a client, and what I wanted out of the process. However, with River + Wolf, the process was amazing. It was seamless.

They really took the time to understand the business, what we do, our business plan, and the kind of clientele we were going after. They also wanted to understand me personally – where I come from, my background, my heritage, and who I had working with me. They took the time to understand my personal taste and style, and anything that goes along with really running a business.

They never made me feel like I was just a customer in their pipeline. It was a very customized and personalized approach. Nowadays, a lot of firms, they just give you a template. You talk to the senior guy, and then the junior team handles most of the work, even though they haven't even spoken to you or know anything about the business, the background, the intricacies of my personality, or the passion that I have for the business. That was very fresh to see.

They tailor every project differently according to each client. For my project, we ended up picking the name from the first stage, so it didn't take as long as some other projects, which was nice. Out of 25 names, we narrowed it down to three or four. Then, out of those finalists, we narrowed it down to one. Once that one was picked, the River + Wolf team had to filter the name to see if it was being used, or if there's any negative connotation online. It's a name that was created using different words and syllables, so it's an original name, so we didn't have any trouble there. The process was seamless.

How did you come to work with River + Wolf?

I found them through a well-known web design company in New York. I spoke to the CEO and founder of that company, and explained what I was looking for. He gave me a list of five firms who specialize in naming, branding, and logo design. I went through the interview process with all of those firms, and spoke to the founders or senior professional at each.

I had my own selection criteria, but the cost was the last of that criteria. I cared more about whether I felt connected with the person I was speaking to, and whether I felt they understood where I'm coming from. I needed to connect with them. They weren't pitching me like everybody else. They weren't selling. They were highlighting their strengths, and that's it. I didn't feel like I was being given a sales pitch.

Could you provide a sense of the size of this initiative in financial terms?

It was less than $10,000.

What was the timeline of the project?

In total, it took two or three months, of which the naming probably took the first three weeks.

RESULTS & FEEDBACK

What distinguishes River + Wolf from other providers?

The academic caliber of their team is impressive. They have experience in literature, poetry, and theatre. River + Wolf's knowledge of the English language is astounding. When it comes to naming, they really dive into the essence of the English language, and other languages as well. Their names aren't limited to traditional business language, which is really refreshing. They dived into every syllable, every letter, and every word of the process. They came up with a name that truly sounds exactly like what I wanted. On top of that, the visual aspect of it, the logo design, was perfect. The way they worked, the naming team and the design team each understood what the other person did, and it was seamless.

The way I look at River + Wolf is as a full-service boutique firm, and you get senior-level attention dedicated to the project as opposed to the senior person talking on the phone, then a junior team working behind the scenes. Here, you're actually working with the principals of the firm.

Is there anything River + Wolf could have improved or done differently?

No. It was a great process. I even hired them again to do my own personal logo.

BACKGROUND

Please describe your company.

Sunhouse is a startup in the musical instrument space. We've unofficially been in operation for about a year and half. Our first product is called Sensory Percussion. It's an electronic drum set that we'll be launching on Kickstarter in a few weeks.

What is your role and responsibilities?

My brother and I are cofounders. He is the head of product, and I handle all of the business and marketing operations.

OPPORTUNITY / CHALLENGE

What was your goal for working with River + Wolf?

When we started this company, we had an idea for our first product, Sensory Percussion, so we decided to incorporate the company under that name. It was a rushed decision obviously, we felt we had to pick a name quickly because we needed to incorporate, get business cards, and everything else, so we just went with it. Plus, the URL was available.

As we were going on, we realized we didn't just want to do percussion products. We had ideas for other electronic instruments as well as more general music-making software, so we wanted a new name. We felt since we didn't do the job well ourselves the first time, we should bring in professional help.

What were you looking for in a new name?

We wanted a name that was evocative, but also generic in a way. We wanted kind of an empty vessel that didn't necessarily give the company away at first glance.

While my brother and I were both born and raised in Los Angeles. We're Chicanos – Mexican-Americans. Both of our first names are Aztec names, and were interested in a name that was playful and made reference to our heritage. The name Sunhouse comes from an Aztec myth that Margaret [Wolfson, chief creative at River + Wolf] researched, about how music came to Earth. It's a wonderful story that I didn't know before she told it to us. The name doesn't knock you on the head saying, "This is an Aztec company" or anything like that, but it is playful has meaning for us.

SOLUTION

Please describe the scope of their work.

It was professional naming. Margaret was exhaustive in the research she did for us. She worked with us during the course of two months, and came up with hundreds of names, each with its own meaning and function.

What was your process for selecting River + Wolf?

I didn't know a lot about naming. I heard a podcast about naming companies that kind of introduced me to the concept. I ended up meeting Margaret through a friend, and she told me about her work and some of the product names she had developed through the years. I was so impressed with her, both from a business and perspective as well as from a creative perspective. Both my brother and I are musicians, and we felt a kindred spirit in Margaret.

What was the timeline of the project?

We worked with Margaret primarily during the summer of 2014. We started in July and wrapped up sometime in September or October. We launched the new name in January [2015].

RESULTS & FEEDBACK

What were the results of the project?

Sensory Percussion is our only product right now, but we're excited because it is getting a lot of attention from various bands. Yesterday, we demoed it to David Bowie's drummer, The Flaming Lips are using it, MIA's drummer, Son Lux, in Brooklyn, and a few well-known classical ensembles as well.

So, we're focusing on pushing that product right now. The Sunhouse name will have a bigger role in the future when it's the umbrella brand for what we hope is a wide range of products.

What differentiates River + Wolf from others?

I was impressed not only with the sheer number of names that River + Wolf developed for us, but also the amount of care that was put into each name. Margaret had a slide for each name, with the back story and how it was put together. There were a lot of names, but it wasn't like she was just throwing random names around to see what stuck. They all would have been excellent choices.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

Can a positive, also be a negative? Ha ha. Toward the end, the sheer volume of names became a little overwhelming as we were trying to narrow down the choices and Margaret kept adding more really good names. But, I suppose that is better than the alternative – too many good names as opposed to too few.

BACKGROUND

Please describe your company.

Bluefinch Investments is an impact investment firm that seeks to accelerate the growth of social ventures through a combination of conscious capital and strategic advisory. At present, we're looking to invest in social entrepreneurs who have developed pragmatic market models to improve food systems.

What is your role and responsibilities?

I'm the founder and principal.

OPPORTUNITY / CHALLENGE

What was your motivation behind your work with River + Wolf?

We're a startup, and although I am passionate about this cause, I didn't have much work experience in the social entrepreneurship space before I started the company. When you're trying to get something off the ground, it's hard to be taken seriously in the marketplace without an identity and, obviously, the primary point of departure for your identity is your name.

Like most people, I was hesitant to contract with a naming company at first. However, once I realized the importance of the name, and how it has the potential either to be a heavy burden on your company that forces you to change course six months or a year down the road, or a springboard that can bring you brand-awareness probably before you deserve it. I decided to bring in an expert.

SOLUTION

Please describe the scope of their work.

Initially, it was just the name. But, one of the reasons we decided to work with River + Wolf in the first place is the experience Margaret [Wolfson, Principal of River + Wolf] has in all aspects of corporate communication, not just in naming. After we decided on Bluefinch, the scope grew to devising a mission statement and vision. Now, Margaret is on a retainer basis as a communications advisor. She helps review every piece of paper that is going to have public exposure.

What was your process for selecting River + Wolf?

We realized we were in over our heads not only with the creative process but with trademarking and finding a domain name. We initially interviewed three firms, and I would say the decision was made partly based on each of the firms' experience, but maybe even a bigger part was how we connected with them on an emotional level because a name is a very emotional thing.

I should say, too, that the transparency we found in our initial meetings with Margaret was important as well. She delivered a document to us at the first meeting, which was an explanation of what you should take into consideration when coming up with a name and how the naming process works. We felt that she was someone who is process oriented and didn't just came up with the name in the shower and said, "Here you go!" Ultimately, we had no reservations about our decision to go with River + Wolf.

Can you give a sense of the size of the initiative?

I know Margaret has a sliding scale for the different types of organizations she works with. As a social startup with no revenue, she was able to work with our budget. I would say the initial work was between $10,000 and $15,000, but we also now have Margaret working with us on a retainer basis.

What was the timeline of the project?

We wanted to get everything up and running as quickly as possible. I would say from the initial stages to completion, it was around four weeks.

RESULTS & FEEDBACK

What were the results of the project?

In terms of results, Bluefinch is continuing to grow, and we've only received positive feedback about our name. I was very happy with the quality of the work they provided, which is why I've continued to expand the scope of the engagement.

Is there anything unique or special about River + Wolf that really makes them stand out?

I would say the one unique attribute about working with River + Wolf and Margaret is their desire for the client to be happy with the results. In previous working engagements with creative firms, they'll present you three options, and you have to pick one of the three. If you don't like any of the three, they charge you again to come up with three more. I would say that River + Wolf listened to our pain points early and upfront, to understand not only the scope of the work but also what the desired outcomes were. Then, they did whatever it took to make sure that they delivered creatively and professionally.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

I'm happy to provide constructive criticism if I feel that I have something to provide but, in this case, I don't feel that there's anything. I don't want to make something up just to respond.

BACKGROUND

Introduce your business and what you do there.

I’m the brand manager of a bespoke engagement rings and wedding bands company for the modern romantic.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire River + Wolf to accomplish?

We needed help renaming our company.

SOLUTION

What was the scope of their involvement?

River + Wolf completed one round of the renaming process. The team conducted intense research and risk assessment during that round. The team provided full presentations of name breakdowns, research reports connecting to the founder's story, and the reason she picked our original name.

What is the team composition?

We worked with one teammate from River + Wolf.

How did you come to work with River + Wolf?

We found River + Wolf through an online search. We chose them over other options because they had high ratings, were close to my geographic location, had a great culture fit, offered good value for the cost, and had company values aligned with ours.

What is the status of this engagement?

We worked with River + Wolf from October–December 2025.

RESULTS & FEEDBACK

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

River + Wolf succeeded in finding a name that we were extremely excited about and aligned with. Our whole team was extremely satisfied with the level of care that they provided. We gave them a 10/10 rating.

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

River + Wolf delivered on time and went above and beyond. We communicated via virtual meetings, emails, and messaging apps.

What did you find most impressive about them?

Margaret was an absolute delight and a deep creative thinker. She took us through many exercises that expanded our minds. She explained every step of the way and delivered far beyond what we expected.

Are there any areas they could improve?

There was nothing they could have done better; it was an incredible process. We would highly recommend this to anyone looking to rename their company!