Catchword

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. 

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 cameFlex, 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.

Anoto needed a name for its amazing smartpen, which could capture anything written by hand, as well as perform calculations, record audio, translate words, play music, and cook dinner. (Okay, everything but the dinner part.) The new name had to embrace all of these features, convey a next-generation writing implement—and also work as a company name. Livescribe hit the mark.

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.

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.

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).

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.

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.

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.

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.

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!

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.

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.

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.

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.

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.

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.