#1 Ranked Naming Agency on Clutch (2017 & 2018)

Gold
VERIFIED

Catchword is a dedicated brand name development firm that has been creating industry-leading product, service and company names since 1998. Clients hire and rehire us because we view naming not just as a creative exercise but as a critical component of brand value. Sure, we come up with cool names (some would say super cool), but not before we have a profound understanding of each client’s business and branding objectives.

Whether you’re just getting off the ground or going through a full relaunch, our goal is always the same: to develop timeless brand names that resonate fully and authentically with target audiences. We believe names should be distinctive and memorable, but not different just for the sake of being different. The huge creative diversity of our naming portfolio reflects the many different cultures and business objectives of our clientele, versus a need to impose one creative style or philosophy on all.

As pioneers in our field, we leverage and treasure the union of creativity and science—by which we mean expertise in linguistics, trademark and domain screening, and naming strategy—to develop lasting creative solutions for clients, even in the most competitive markets.

 

 

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
1998
Show all +
Oakland, CA
headquarters
  • 409 13th Street, 12th Floor
    Oakland, CA 94612
    United States
other locations
  • 10 Jay Street, Suite 202
    Tenafly, NJ 07670
    United States

Portfolio

Key clients: 

Allstate, AMC, Canon, Charles Schwab, Chipotle, Corning, eBay, ETS (Educational Testing Service), Fitbit, Genentech, General Mills, Gymboree, Hewlett Packard, Intel, Johnson & Johnson, McDonald’s, Merck, Peet's Coffee, Pepsi, Roku, Safeway, SEGA, Starbucks, Volkswagen, Wells Fargo.

Naming wearable fitness trackers for Fitbit

The margin for error was slim with these wireless fitness trackers. Successful names would have to be short enough to fit on the small devices, and match the snappiness of the mother brand. In addition, the names would need to fit within a larger portfolio of related products and still telegraph each product’s distinguishing features. 

For Fitbit’s entry-level device, Zip was in the zone, followed by One, which unifies data on exercise, calories burned, and sleep. Next came Flex, Fitbit’s first wristband, and finally Force, a fitness wristband to be reckoned with. All single syllable, all evocative, and all tied together by a common construction—a naming convention was born.

Car naming for Volkswagen

Volkswagen has some of the auto industry’s most iconic (and distinctive) cars and car names, from the Beetle to the Touareg. So we were excited when they called on us to name their sturdy 7-seat SUV, codenamed “CrossBlue.” Working with VW’s US, German and Chinese marketing teams, Catchword explored a broad range of messaging themes, and developed over 2500 name candidates. The global nature of the project meant we also carried out linguistic and cultural screening in 19 different languages, including Min Nan and Kejia Chinese. Atlas, the name VW decided to adopt, reinforces the vehicle’s size and strength and implies a titan among SUVs. 
 

Beverage platform naming for Starbucks

Made with green coffee extract and fruit juices, Starbucks’ line of sparkling cold beverages packs a natural, revitalizing punch. The name Refreshersconveys that, without veering into the high-octane territory of energy drinks. And it’s inclusive enough to encompass handcrafted in-store beverages, sparkling canned product, and VIA instant packets. Try some and find out what all the buzz is about.

Company and product platform naming

A software company formed by Facebook co-founder Dustin Moskovitz and programming whiz Justin Rosenstein is clearly not ordinary. So, the company’s name also needed to stand out from the IT herd. Asana, a Sanskrit word conveying “yoga pose,” reflects the founders’ love of yoga and their quest for focus, flow, and clarity. It’s also an apt name for the company’s workplace productivity platform, which enables team members to manage complex projects smoothly. In 2015, Asana announced 100% year-on-year growth, with 140,000 companies using its platform to generate annual recurring revenue in the tens of millions. Namaste.

Naming a self-powered blockchain company

Blockchain mining needs huge amounts of energy, which has led to an increase in damaging fossil fuel consumption. Soluna seeks to solve this problem by creating the first blockchain company powered by its own private sustainable energy sources. A coinage of sol and luna (“sun” and “moon” in Latin), Soluna evokes human aspiration at its most fundamental – looking up at the great light in the sky. The name recalls “solution” as well as “una” (one), suggesting the company’s all-in-one energy production and computer processing solution.

Mochidoki – Winner of an LIA for excellence in Verbal Branding

Mochidoki – naming a premium confectionary product

Messaging directions and stylistic preferences are of course critical to developing a name for any product, but when it comes to foods and beverages there’s nothing more helpful than actually experiencing the new comestibles. And, when Catchword first sampled Gordon Dessert’s new line of mochi (a delectable combination of premium ice cream and other tasty ingredients wrapped in sticky rice dough), we knew we were naming a truly category re-defining confectionary. A clever play on okey-dokey, Mochidoki makes use of the product descriptor in a fun and playful way, all while recalling the product’s Asian roots and sounding bite-sized and delicious.

Upwork – company naming for oDesk and Elance

Upwork – company naming for oDesk and Elance

Elance and oDesk, the two largest online platforms for connecting clients and freelance workers, decided to merge to combine resources in a new, unified brand. They called on Catchword to develop a name that would capture their vision and inspire their global community of independent professionals and the businesses hiring them. The company's new name, Upwork, invites you to reimagine how work happens today and suggests that the best talent is always up to the task.

NOTE: Upwork was named one of Inc. Magazine's 10 best new company names of 2015! See here.

Artisan Chicken Sandwich – naming over 10 food & beverage items for McDonald's

Artisan Chicken Sandwich – naming over 10 food & beverage items for McDonald's

Over the years, McDonald’s has engaged Catchword on a variety of naming-related initiatives. From McCafe naming strategy and architecture development to dressing up a burger with just the right name. On this occasion, one of Catchword’s names was selected for the Golden Arches’ new grilled chicken sandwich: a perfectly seasoned and seared filet lovingly prepared with a light vinaigrette and combined with McDonald’s new hand-crafted roll. A culinary work of art(isan).

Crazy8 – retail brand naming for Gymboree

Crazy8 – retail brand naming for Gymboree

Gymboree needed a naming company to help them launch their sweet new line of kids’ clothes and retail stores. Finally, an assignment that matched our maturity level. After going through umpteen domain name searches (actually, the number was a lot higher than umpteen) and domain name brokering, we landed on a brand name and URL that worked on every level.

Clover Health – naming a new health insurance company

Clover Health – naming a new health insurance company

This health insurance start-up told us that they knew what was wrong with healthcare and how to fix it. By using data models, applications, and operations software, Clover seeks to realign the insurers, patients, and providers into a more efficient system that leads to better health outcomes for the most vulnerable individuals, specifically elderly and lower income populations. The name Clover conveys the harmony and simplicity of a fully aligned healthcare system, and we feel lucky to have found it for them.

Nature's Promise – naming a family of organic products for Ahold USA

Nature's Promise – naming a family of organic products for Ahold USA

Ahold’s U.S. supermarkets (including Giant Food and Stop & Shop) sold more than 500 natural and organic products ranging from chips and salsa to pasta sauce and peanut butter. They challenged us to create a distinctive name that would quickly communicate the health benefits and general deliciousness of the entire line. Ultimately, we landed on a name that let nature do all the heavy lifting.

Fibrance – naming a revolutionary technology for Corning

Fibrance – naming a revolutionary technology for Corning

Corning has engaged Catchword to name numerous technologies and businesses, including Fibrance, an innovative light-diffusing fiber that you can bend, curve, and wrap around almost anything, while maintaining bright, beautiful, and uniform light. It enables decorative lighting to be designed or embedded into tight or small places where other bulky lighting elements cannot fit. Fibrance, a coining of fiber and vibrance, quickly telegraphs the product's key attributes and benefits.

Shomi - naming a new video streaming service for Rogers and Shaw

Shomi - naming a new video streaming service for Rogers and Shaw

When Rogers and Shaw Communications, two of Canada’s biggest media companies, decided to launch a video-on-demand service, they knew they had to outperform Netflix. So, they hired a team of directors, screenwriters, and festival programmers to complement their recommendation algorithm, with the aim of reducing the time consumers need to find the right content. They asked Catchword to create a name to match, and Shomi got the part. Shomiis inviting, memorable, and playful—as distinct from Netflix as can be—and the underscore in the wordmark suggests infinite possibilities, and an end to aimless browsing!

Sunbird – naming a DCIM company and B2B platform for Raritan

Sunbird – naming a DCIM company and B2B platform for Raritan

When Raritan decided to spin off its Data Center Infrastructure Management (DCIM) software business, the company’s executive team and Catchword agreed that the name should steer clear of the “edgy tech” sound of its competitors and instead convey approachable confidence. Sunbird, a brightly colored songbird, is friendly and warm, yet fits comfortably in the tech space. It's easy to remember and a great springboard for visual identity. The implication of a bird’s-eye view reinforces that Sunbird’s solutions provide remarkable insight and vision.

Refreshers - naming a beverage platform for Starbucks

Refreshers - naming a beverage platform for Starbucks

Made with green coffee extract and fruit juices, Starbucks’ line of sparkling cold beverages packs a natural, revitalizing punch. The nameRefreshers conveys that, without veering into the high-octane territory of energy drinks. And it’s inclusive enough to encompass handcrafted in-store beverages, sparkling canned product, and VIA instant packets. Try some and find out what all the buzz is about.

Optane – naming Intel's revolutionary technology

Optane – naming Intel's revolutionary technology

Intel’s innovations pretty much define modern computers, so when they asked us to name a technology that would revolutionize memory, we knew this wouldn’t be a routine software-update-naming-project. Deploying 3D XPoint technology, Intel’s next-generation memory combines the plasticity and speed of RAM with the resilience and dependability of hard-drive memory. The name Optane—coined fromoctane, obtain, and optimum—conjures acquisition of blazing fast speed and the optimization of hardware, from personal laptops to servers.

Vudu – naming a popular media streaming service

Vudu – naming a popular media streaming service

From the moment we heard about this online movie service, it had us under its spell. Users can instantly stream an almost infinite library of HD movies on demand—as well as new releases—directly to their Xbox 360®, PlayStation® 3, Blu-ray™ player, HDTV, iPad®, or computer. And the crispness of the definition and richness of the surround sound makesVudu little short of … well, voodoo.

Javiva – naming a blended beverage line for Peet’s Coffee

Javiva – naming a blended beverage line for Peet’s Coffee

Unlike most leading blended iced coffee drinks, Peet’s Coffee’s new line would be hand-made with freshly brewed East African roasts. Peet’s and Catchword agreed the name should convey the premium quality, flavor, and exhilaration of these icy refreshments, as well as Peet’s unique personality and unwavering commitment to freshness. The name Javiva was made to order. Long live freshly brewed java!

The Javiva line launched in March 2015 to rave reviews. And by June of 2015, the beverage had outperformed Peet’s previous blended drink by 67 percent in sales.

Reviews

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Naming Project Partnership with Independent Branding Agency

"They made the collaboration run efficiently and provided our client with a seamless experience."

Quality: 
5.0
Schedule: 
5.0
Cost: 
n/a
Willing to refer: 
5.0
The Project
 
Confidential
 
Apr. - June 2018
Project summary: 

Brought in as a third party, Catchword partnered with a branding company to create a name for end client’s new business. They presented several names and legally secured all trademarks for the final option.

The Reviewer
 
1-10 Employees
 
New York, New York
Michael Clarke
Founder & Creative Director, Clarke
 
Verified
The Review
Feedback summary: 

The name produced by Catchword was met with enthusiasm and received positive feedback from the end client. The partnership with the branding company went smoothly and was highly collaborative. Customers can expect an open-minded, accommodating team.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and creative director of Independent Design Agency. We primarily work with B2B and nonprofit clients in a range of industries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

One of our clients hired us to create a brand, and they hired Catchword to create a name for the same business.

SOLUTION

What was the scope of their involvement?

Catchword created hundreds of names throughout the process. They worked to produce ideas from scratch. The potential names fell into various categories that related to our branding efforts. Once the client narrowed down their selection to the best options, Catchword did the legal trademark searches to clear the choices for the final selection.

What is the team composition?

Mark (Principal, Catchword) was the lead on the project.

How did you come to work with Catchword?

The client partnered us together for the engagement, so we didn’t have a part in the selection process. We had heard of Catchword because they have a good reputation in the industry.

What is the status of this engagement?

We worked together from April–June 2018.

RESULTS & FEEDBACK

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

The client was thrilled with the name Catchword produced. The options were all terrific and aligned with the direction our branding efforts were going. The name was easy to create logos and other materials around, so we were delighted with the work they did.

How did Catchword perform from a project management standpoint?

They were great. Having a set schedule and specific deadlines made the project run smoothly. They delivered everything on time. Although some projects between naming and branding companies can feel separate, they included us in the process and kept us informed.

What did you find most impressive about them?

Catchword showed a broad understanding of branding which is essential during naming efforts. They made the collaboration run efficiently and provided our client with a seamless experience. Their services brought value to the project as a whole.

Are there any areas they could improve?

Off the top of my head, I can’t think of anything for them to improve.

5.0
Overall Score I’d be happy to work with them again.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The schedule was clear from the beginning and they stuck to it.
  • N/A Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    The quantity and quality of their work were great.
  • 5.0 NPS
    Willing to refer
    I’ve recommended them without hesitation many times.

Naming for Alcoholic Beverage Company

"Everything flowed on schedule, and we feel good about the final deliverables."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. 2019 - Ongoing
Project summary: 

Catchword provided a comprehensive list of names for a new alcoholic beverage company. They considered brand goals and identifiers before returning a broad array of options for brand and product names.

The Reviewer
 
1-10 Employees
 
Seattle, Washington
Co-Founder, Alcoholic Beverage Company
 
Verified
The Review
Feedback summary: 

The process flowed smoothly, and Catchword helped pare down the list to a name that encompasses the brand and its mission. Throughout, they were approachable and accessible. Their creativity was strong, and they were easy to work with.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder of a new beverage manufacturer. We primarily specialize in alcohol-based beverages for the U.S. market.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We wanted the right name ahead of our brand launch. We knew what we wanted to convey and how we wanted to position ourselves, but we wanted help with the name.

SOLUTION

What was the scope of their involvement?

After listening to us discuss our goals at an intake meeting, they came up with a broad spectrum of names based upon our product and our approach to the market. We were open to various naming inspirations, and they returned with quite an exhaustive list. From there, we pared down their recommendations to the brand name and a few potential names for future products. We have a host of other products in the works, so we plan to keep them engaged as we work through the naming process for those new goods.

What is the team composition?

We worked with one main collaborator.

How did you come to work with Catchword?

They were recommended to us. We worked with other marketing agencies in the past, but never an entity that was a dedicated naming company. A good name was crucial to our success, so we decided to give them a shot.

How much have you invested with them?

So far, we’ve spent in the neighborhood of $15,000.

What is the status of this engagement?

We started working together in January 2019 and took a couple of weeks to unveil the name. We have an ongoing contract with them.

RESULTS & FEEDBACK

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

We definitely got what we wanted. We feel very comfortable with this name, and they gave us everything we needed within a fairly short time frame. Everything flowed on schedule, and we feel good about the final deliverables.

How did Catchword perform from a project management standpoint?

Their project management was great, and the process was easy. They’re very approachable and easy to contact. They always made time for us. Our early meetings were in person, and the rest were via conference calls.

What did you find most impressive about them?

They are experts in a very important aspect of branding, and they were great to work with. We enjoyed the people and their creative process, and they provided a far more exhaustive list of wonderful names than we could have come up with on our own.

Are there any areas they could improve?

From our vantage point, I saw nothing they should improve.

5.0
Overall Score They’re especially professional and easy to work with. We had no surprises, and the whole experience was very positive.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Everything went according to plan. They met or beat every milestone.
  • 5.0 Cost
    Value / within estimates
    We were initially unsure about spending the money, but we’re very pleased with the value.
  • 5.0 Quality
    Service & deliverables
    Their quality is excellent. They gave us diverse options for creative names that were in line with our brand.
  • 5.0 NPS
    Willing to refer
    I will continue using them for future projects, and would absolutely recommend them.

Naming for a Communications Company

“They provided immediate value throughout the discovery and development phases.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Nov. 2018 - Jan. 2019
Project summary: 

Catchword provided multiple names for a new division of a telecommunications company. Working through a three-pronged, iterative process, they provided over 150 options to choose from.

The Reviewer
 
Edinburg, Virginia
Matt Krueger
Director of Marketing, Shentel
 
Verified
The Review
Feedback summary: 

Though the finished product has yet to launch, the final results are on-brand, and the internal team is pleased with the process. Catchword provided excellent project management and was easy to work with.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for a publicly traded telecommunications company called Shentel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We wanted to name a new division of our company.

SOLUTION

What was the scope of their involvement?

We initially built a creative brief based on our theme and motivation. Ultimately, we went through three rounds of naming and reviewed over 150 options they generated for this division.  

What is the team composition?

A partner in the company is our main point of contact. He had additional teammates work on it, but my only interaction was with him.

How did you come to work with Catchword?

We found them through Clutch. Their website and their client roster set them apart from the other companies we considered.

How much have you invested with them?

We spent around $27,000.

What is the status of this engagement?

The project lasted from November 2018–January 2019.

RESULTS & FEEDBACK

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

We haven't rolled out the finished product, so we don't have any official statistics yet. Everyone on our internal team is pleased with their process and the names they generated.

How did Catchword perform from a project management standpoint?

Their project management is excellent. We primarily communicate through phone and email.

What did you find most impressive about them?

They provided immediate value throughout the discovery and development phases. They led us through multiple iterations, and their final outputs included a cursory trademark search.

Are there any areas they could improve?

I don’t have any recommendations for improvements.

Do you have any advice for potential customers?

I don’t have any specific advice; they’re delightful to work with.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.5 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Product Naming for Global Professional Services Firm

“We never felt confined by their processes. I was comfortable working with them.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Aug. - Dec. 2018
Project summary: 

Catchword helped with two naming initiatives for global financial and consulting services. The team interviewed key stakeholders and generated hundreds of descriptive names that aligned with brand guidelines.

The Reviewer
 
10,000+ Employees
 
Boston, Massachusetts
Siobhan Ford
Global Brand Strategy, PwC
 
Verified
The Review
Feedback summary: 

Both sets of internal stakeholders were happy with names decided on at the end of the engagement. The Catchword team managed the efficiently, following a quick work pace and accommodating any feedback. Their customer service and level of experience made them a valuable partner.

BACKGROUND

Introduce your business and what you do there.

I’m on the global brand team at PwC. It’s a global professional services firm that primarily provides accounting and consulting services. I work with our brand strategy group to manage a lot of projects that involve naming, messaging, and positioning.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We hired them to help with naming initiatives for two of our products—a global tax service and a global strategy consulting business. On both occasions, we needed to come up with a descriptive name that aligned with our brand parameters and pleased our internal stakeholders.

SOLUTION

What was the scope of their involvement?

Catchword was involved from the beginning of the naming initiative for the global tax service. We shared out requirements with them, and they held extensive interviews with our stakeholders. Together, they aligned on about three themes to anchor their creative process. Once they had a pretty firm grasp on what we were looking for, the team went off on their own to generate a collection of names.

We brought them in a bit later in the naming process for the global strategy consulting service. After giving them a short brief of the product, they quickly interviewed our stakeholders and went straight into the naming process.

Basically, all we had to do was tell them what we need, and they’d get it done. In both cases, we were working with groups of pretty tough stakeholders. Catchword was instrumental in helping us navigate those conversations. They made themselves available to help whenever we asked.

What is the team composition?

I worked with Mark (Principal and Project Lead, Catchword) and Laurel (Senior Strategist, Catchword).

How did you come to work with Catchword?

Another one of my colleagues at PwC found them, so I wasn’t involved in the sourcing process. We’ve continued to work with them over other providers because of their skills and professional approach to each project. Their creative work is very strong, and we really enjoy working with them.

How much have you invested with them?

Both projects together cost a total of about $30,000.

What is the status of this engagement?

We worked on these projects from August–December 2018.

RESULTS & FEEDBACK

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

At the moment, we don’t have any concrete metrics. In terms of anecdotal evidence, both sets of internal stakeholders were ultimately happy with the names we decided to use for the products.

How did Catchword perform from a project management standpoint?

Their project management skills were excellent. If there were any delays, it was caused by something on our end. They moved quickly and routinely delivered high-quality work. I never felt the need to double check any of their submissions for grammatical mistakes.

In addition to their top-notch customer service approach, Catchword has a lot of experience in the naming field. They follow a clear process, but remained flexible in accommodating all of our stakeholders’ feedback and requests. We never felt confined by their processes. I was comfortable working with them.

What did you find most impressive about them?

Naming projects can be a bit challenging because it can feel like a pretty subjective process, especially when dealing with stakeholders. Catchword’s extensive experience helped us establish a sense of credibility, bringing a professional and structured strategy to the naming process.

Are there any areas they could improve?

No, nothing comes to mind.

5.0
Overall Score Working with them was a very enjoyable experience.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We never had any issues with scheduling. They were very flexible.
  • 5.0 Cost
    Value / within estimates
    They generate hundreds of names, which is great, but they do charge a higher fee.
  • 5.0 Quality
    Service & deliverables
    Everything was well-executed and delivered on time.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them.

Naming for Testing & Certification Company

“They're committed and deliver on promises.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - Aug. 2018
Project summary: 

Catchword helped develop names for new products and rename the existing products that had new features. They also created a tagline describing a logo.

The Reviewer
 
501-1,000 Employees
 
Los Angeles, California
VP of Global Marketing, Testing & Certification Company
 
Verified
The Review
Feedback summary: 

The in-house team and the management are happy with the names and the tagline. Catchword met all needs and stayed flexible with the changing scope of work, while their expertise and excellent project management helped them establish a seamless process.

BACKGROUND

Introduce your business and what you do there.

I'm the VP of global marketing at a testing and certification company. We offer businesses and organizations an opportunity to test candidates and employees to set them up for the right career path.  We also help organizations select talent and develop leaders based on our assessments and reports.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed a vendor to help us come up with names for the new products that we were going to launch.

SOLUTION

What was the scope of their involvement?

Catchword helped us develop the names for our new products and rename the products we already had. (Some of our products needed renaming because they changed or their features were enhanced.)

The second phase of the project was refreshing the look and feel of our brand. Our business has grown so much over the past three years that we wanted to change our visual identity. Catchword came up with a tagline that describes our logo, so now people have a better idea of what our logo stands for.

What is the team composition?

I worked with three members of their team.

How did you come to work with Catchword?

One of our team members recommended them. We looked at a couple of other agencies, and we decided that Catchword was the best fit for us.

How much have you invested with them?

We spent about $30,000.

What is the status of this engagement?

We worked with them between March–August 2018.

RESULTS & FEEDBACK

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

We're happy with the names and the tagline. The feedback from our management has also been very positive.

How did Catchword perform from a project management standpoint?

They kept us up-to-date with everything, so I always knew what was going on with the project.

What did you find most impressive about them?

They're committed and deliver on promises. They always met their deadlines.

Are there any areas they could improve?

I can't think of anything.

5.0
Overall Score They met our needs. It was a very pleasant experience.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They meet their deadlines.
  • 5.0 Cost
    Value / within estimates
    They have fair rates and they were flexible when the scope of work was changing.
  • 5.0 Quality
    Service & deliverables
    They did high-quality work and delivered everything on time.
  • 5.0 NPS
    Willing to refer

Naming Projects for Multinational Companies

"I'm always glad to have Catchword as a partner because we can expect our projects to go well."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Dec. 2004 - Ongoing
Project summary: 

Catchword partners on projects—providing Chinese versions of names for brands and products—for a variety of clients.

The Reviewer
 
1-10 Employees
 
Fresno, California
Andy Chuang
President, Good Characters, Inc.
 
Verified
The Review
Feedback summary: 

Communicating clearly from the start, Catchword’s expert team inspires confidence throughout the projects. They accept constructive input well, but also bring creative ideas of their own to the table at a reasonable value. Their friendliness and responsiveness make them a valuable partner.

BACKGROUND

Please describe your company and your position there.

I'm the founder of Good Characters. We specialize in Chinese naming.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We work with Catchword to serve clients who need Chinese versions of product, service, brand, and company names.

What were your goals for this project?

We want to craft great Chinese names.

SOLUTION

How did you select this vendor?

I reached out to them in 2004 with a newsletter and a questionnaire. They provided valuable feedback. I visited them and sensed that they’re the type of people who are willing to help.

Describe the scope of their work in detail.

We've worked with them on quite a few naming projects. Each project typically starts with a brief. Catchword provides clear instructions. They let us know exactly what is expected and what we should do.

What was the team composition?

We mainly work with two members of their team, a senior strategist and the creative lead.

RESULTS & FEEDBACK

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

Working with Catchword allows us to do a better job because they have a deep understanding of their clients' goals. I'm always glad to have Catchword as a partner because we can expect our projects to go well. Working with them allows us to focus on what we do the best without worrying about other things.

How effective was the workflow between your team and theirs?

Catchword is a great partner because they're easy to work with. They're very thorough. They communicate well whether in person, email, or over the phone. They provide good feedback so the project always run smoothly and efficiently.

What did you find most impressive about this company?

I'm most impressed by their friendliness and responsiveness. They’re smart, dedicated to their clients, and respectful of their partners.

Are there any areas for improvement?

I can't think of anything. They've been great; I wish more agencies were like them.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They're very efficient and respect our time.
  • 5.0 Cost
    Value / within estimates
    They provide great value to their clients.
  • 5.0 Quality
    Service & deliverables
    Top quality.
  • 5.0 NPS
    Willing to refer
    I’d absolutely refer them.

Naming Projects for Multinational Professional Services Network

"What keeps us coming back to Catchword is the ease of working with them."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Nov. 2017 - Ongoing
Project summary: 

Catchword provides ongoing naming services for large and small projects, including strategy, presentations, and multiple rounds of iterations.

The Reviewer
 
10,000+ Employees
 
New York, New York
Brand Director, Professional Services Network
 
Verified
The Review
Feedback summary: 

Internal feedback has been overwhelmingly positive, leading to more work for Catchword. Creativity, expertise and meticulousness are hallmarks of their work. They accept constructive input well, but also bring creative ideas of their own to the table at a reasonable value.

BACKGROUND

Introduce your business and what you do there.

I work in the brand strategy function for a large consulting firm. I think about all things related to brand, such as naming, positioning, and messaging.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We do a tremendous amount of naming each year for products, services, platforms, and internal programs. We’re a very lean team. I wanted to find an agency partner who could help us with both big and small naming projects.

SOLUTION

What was the scope of their involvement?

Catchword functions as an extension of our team. Once a project comes in that we need to name, we'll let them know details such as if it’s a quick turnaround request. We'll get on a call and brief them on the details of the naming request. They frequently join calls with our stakeholders to help understand what we're naming and the criteria for the name. Then they go back and generate hundreds if not thousands of names. They work with our internal brand team to shortlist our favorite names. Catchword builds all of the naming presentations for stakeholders. We jointly present the strategic consideration and rationale for why we like the shortlist names.

Catchword also prescreens those names legally to look for any immediate and clear conflicts. Our internal legal team does the full legal clearing and trademarking. They also help us in some instances. For example, they help us with linguistic disaster tracking for large global products. They figure out if the name means something it shouldn't in a specified language.

What is the team composition?

We work with Mark (principal, Catchword) and Laurel (senior strategist, Catchword).

How did you come to work with Catchword?

Somebody at my company had worked with them in a prior role. He recommended I chat with Laurel. I spoke with her and it felt like a strong fit. We test drove them on one of our large naming projects. We were really impressed with the quality of the work.

How much have you invested with them?

I don't have the exact number but it's at least $200,000.

What is the status of this engagement?

We started working together around November 2017 and the engagement is ongoing.

RESULTS & FEEDBACK

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

In 100% of the naming projects they've done, we've adopted and used the name they came up with. We may have gone through multiple rounds of names, but we've never had a project where they couldn't land the name. They're able to give us hundreds of options and variations. They give us many ways to convey the value proposition, which we wouldn't be able to do ourselves.

How did Catchword perform from a project management standpoint?

Their team is awesome. I have such peace of mind in working with them. We're so busy, and managing naming projects is a pain. The reason why I've used them so much is because it's so easy to work with them. They're able to manage the process end-to-end. They're proactive in their communication so there's never a surprise. They're never behind schedule or unable to make a delivery date.

What keeps us coming back to Catchword is the ease of working with them. We've gone to them with quick turnaround requests where we need a name back in 48 hours. I’ve rarely heard them say no we can't do it. They find a way to make it work. There’s no barrier between our team and theirs, which is wonderful. They’re really upfront with us about what they can and can't do. It's become a trusted agency relationship.

What did you find most impressive about them?

We're really impressed with the conceptual flexibility in their naming. They're able to create great descriptive names, as well as names that are more coined and earnable. With other agencies, the names will tend to sound the same after a while. Catchword is able to come at the process with a combination of creativity and strategy. They want to understand how this name fits with other pieces of our portfolio. They really think about names as business and brand assets.

Are there any areas they could improve?

We're thinking about moving them to a retainer model. It's not that they could do better but that we want a more seamless integration of our relationship. I wish I could have somebody at Catchword on call at all times. We're not structured that way right now but that's what we’d like to see happen.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’re always available and punctual.
  • 5.0 Cost
    Value / within estimates
    They provide the same quality of work of a big agency for a fraction of the price.
  • 5.0 Quality
    Service & deliverables
    They're outstanding across the board.
  • 5.0 NPS
    Willing to refer
    They've expanded to working for our global brand.

Branding for National Egg Producer

"The quality and professionalism of their interaction was refreshing."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
June - Oct. 2018
Project summary: 

Catchword provided extensive brand services for new product packaging that appeals to consumers and is recognized as being part of a larger label.

The Reviewer
 
51-200 Employees
 
New York, New York
Roger Koman
Vice President, Eggland's Best
 
Verified
The Review
Feedback summary: 

Catchword’s deliverables have drawn promising internal praise, a result of an organized and thorough brainstorming process. The team is supportive of goals and mindful of critical timelines. Future clients can expect timely solutions and a professional engagement.  

BACKGROUND

Introduce your business and what you do there.

I am the vice president of Eggland's Best. We are a leading egg producer in the United States. We manage Eggland's Best as a brand, and we have several other complementary brands. I am in charge of our digital and marketing services, which includes packaging, branding, naming, and so on.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

One of our brands is introducing a new packaging concept that is a significant improvement over what we currently have. The challenge was to determine the best branding strategy for that packaging so that our customers still recognized our products.

SOLUTION

What was the scope of their involvement?

I cannot divulge too many details regarding the scope because the brand has not yet entered the marketplace. However, I can note that the deliverables were quite impressive and of a higher quality than we expected. They presented hundreds of options organized by quality and style, which was very helpful. There was some time sensitivity to this project, and we're satisfied with how they handled the timelines.

What is the team composition?

We met with various people, but Mark (Partner, Catchword) was our lead contact.

How did you come to work with Catchword?

Following an RFP process, we examined Catchword and several other firms in the branding and naming field. Based on the presentation and the examples of past work, we decided that Catchword would be the perfect partner for us. We appreciated how they addressed pricing and our introductory questions.

How much have you invested with them?

The overall cost was more than $25,000. We considered it a very competitive price.

What is the status of this engagement?

Our engagement spanned June–October 2018.

RESULTS & FEEDBACK

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

The results of their work are not yet in the market, so I cannot report any kind of results or reaction. Internally, we are very pleased with their work.

How did Catchword perform from a project management standpoint?

They were supportive and communicative throughout the engagement. The quality and professionalism of their interaction was refreshing.

What did you find most impressive about them?

The Catchword team was thoroughly accessible. I always received quick responses when I had questions.

Are there any areas they could improve?

No, I believe they accomplished all that we needed of them.

5.0
Overall Score I appreciated working with their staff.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They worked according to our schedule as opposed to theirs.
  • 5.0 Cost
    Value / within estimates
    They offer great quality for the price.
  • 5.0 Quality
    Service & deliverables
    The quality of their work exceeded our expectations.
  • 5.0 NPS
    Willing to refer
    I would give them a very high recommendation.

Name & Tagline Research for Music Streaming Platform

"Catchword did a great job all around."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Apr. - Oct. 2018
Project summary: 

Catchword undertook a naming project, coming up with an original name and tagline for a music streaming mobile app/platform. They went through several rounds of options and trademark research.

The Reviewer
 
1-10 Employees
 
New York City, New York
Christopher Jones
Founder, Skwibb
 
Verified
The Review
Feedback summary: 

Their team produced an original name that internal stakeholders feel confident with. Catchword excels at being organized and communicative, which kept the work on track. What stands out the most about them is their care for customers, making sure they are pleased with the results.

BACKGROUND

Please describe your company and your position there.

I'm the founder of a new music streaming service.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We were looking for an original and creative new name and tagline for our mobile app/platform.

SOLUTION

How did you select this vendor?

I found them on Clutch.

Describe the scope of their work in detail.

The process began with several conference calls during which Catchword gave us a detailed description of their process. In return, we explained our app, the inspiration behind it, and shared some of the names that we liked in the marketplace. They took that information to their team and began the ideation process.

After two rounds of names, we narrowed our list down and they provided some graphical representations of the names they selected in context and paired with potential taglines. We then chose several and ran an initial trademark search. Once we knew which names to rule out due to potential conflict, we ran a more thorough search through our legal team and decided on a name based on those findings.

What was the team composition?

I worked directly with Catchword's project manager who communicated with his team.

RESULTS & FEEDBACK

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

Catchword worked hard to provide a name that we felt confident in, and through their efforts, we were successful in securing one.

How effective was the workflow between your team and theirs?

They were highly communicative and had a consistent and organized workflow, which allowed us to make steady progress.

What did you find most impressive about this company?

Catchword went the extra mile to make sure we were comfortable with the process and confident in the name we chose.

Are there any areas for improvement?

No. Catchword did a great job all around.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Name Development for Freight Management Company

"Despite our lack of experience in the field, they were willing to work with us, which was refreshing."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Apr. - June 2018
Project summary: 

After a discovery phase, Catchword developed a large list of brand names and consulted on selecting optimal designs. 

The Reviewer
 
51-200 Employees
 
Fall River, Massachusetts
Brian Hiller
VP of Business Development, Freight Management Company
 
Verified
The Review
Feedback summary: 

Catchword delivered high-quality branding options that satisfied executives. The team was proactive and quickly responded to feedback. They clearly fleshed out design concepts and patiently explained their development process.

BACKGROUND

Please describe your company and your position there.

I am the VP of business development for a freight management company. We provide and manage B2B and B2C transportation services.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We were looking for a name and brand for our e-commerce product.

What were your goals for this project?

We engaged Catchword to create a long-lasting potential brand name for our project. We didn't want the name to be trendy, but catchy enough to exhibit a solid message.

SOLUTION

How did you select this vendor?

We interviewed them and were comfortable with their level of competency to accomplish our goals.

Describe the scope of their work in detail.

Catchword conducted a discovery phase to brief on our company goals and to make sure all were on the same page. Using what we learned from that session, they planned out a course of action. Then, their team developed a large list of names, which we reviewed and narrowed down to approximately 100 names. After considering all our options again, we selected two names to further flesh out and discuss. Finally, they conducted conference calls to vet out the possibility of trademarking a brand.

What was the team composition?

While I primarily worked with their partner, they had a creative team working in the background.

RESULTS & FEEDBACK

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

Our measure of success was determined by if we were satisfied with their names. We selected two final names to go forward with, so they did a great job.

How effective was the workflow between your team and theirs?

Catchword was extremely responsive to emails and phone calls during the process. They constantly updated us through many calls to make sure we were on the same page as originally diagramed.

What did you find most impressive about this company?

They were committed to providing quality choices and work. Their responsiveness to our feedback was tremendous. Despite our lack of experience in the field, they were willing to work with us, which was refreshing. Their team did a great job of explaining the concepts, steps, and results.

Are there any areas for improvement?

While this does not reflect their overall quality or our general satisfaction, some of their names were too extreme or too generic.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Easy
  • 5.0 Cost
    Value / within estimates
    It was good, but maybe a bit high for expectations
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
Verification

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Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
California
Date of Formation
May 1, 1998
Last Updated
Mar 5, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Apr 4, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
35
OVERALL REVIEW RATING
5.0
Source
Clutch
LAST UPDATED
April 5, 2019