Leaders in brand name development since 1998

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
  • Catchword
    409 13th Street, 12th Floor
    Oakland, CA 94612
    United States
    510.628.0080
other locations
  • Catchword
    10 Jay Street, Suite 202
    Tenafly, NJ 07670
    United States
    212.472.8936

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.

Atlas – 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. 

Fitbit Product Naming

Naming a range of wearable fitness trackers from 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 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.

Livescribe – naming a revolutionary smartpen for Anoto

Livescribe – naming a revolutionary smartpen for Anoto

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.

Mochidoki – naming a premium confectionary product

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!

Asana – naming a new software company and platform for Dustin Moscovitz

Asana – naming a new software company and platform for Dustin Moscovitz

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.

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

Sort by

Naming for Blockchain Infrastructure Company

"The workflow was simple and perfect."

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

Catchword helped create a name that would stand out in the growing blockchain industry. They delivered over 100 options, undergoing a highly creative process and trademark searches.

The Reviewer
 
11-50 Employees
 
New York City, New York
John Belizaire
CEO, Soluna
 
Verified
The Review
Feedback summary: 

In the end, there were 85 viable options to choose from, all very original. Catchword actively listened to project needs, providing name choices that perfectly matched what the brand stands for.

BACKGROUND

Please describe your company and your position there.

I’m the CEO of Soluna, a blockchain infrastructure company focused on bringing renewable energy to blockchain.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We needed help in creating a new name for our company.

What were your goals for this project?

We wanted a great name that would stand out in the crowd of technology companies in this new blockchain arena.

SOLUTION

How did you select this vendor?

I was referred to them by a friend.

Describe the scope of their work in detail.

Catchword provided over 100 name options via a creative process. They also helped with trademark searches for the selected names.

What was the team composition?

The internal team involved in the process included our CEO, CTO, investors, board, and partners.

RESULTS & FEEDBACK

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

Fantastic! We got a panel of 85 names, all of them quite strong. We ended up choosing Soluna.

How effective was the workflow between your team and theirs?

The workflow was simple and perfect.

What did you find most impressive about this company?

How creative they can be is remarkable. They really listened to us and did a great job of taking into account our brand ethos.

Are there any areas for improvement?

None that I can think of.

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

Naming for Large-Scale Design Center

“They had a defined, result-driven approach to name development and branding.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Less than $10,000
 
Jan. - Feb. 2018
Project summary: 

Catchword took over the creation of a memorable brand name for a new design center. The process involved several scoping calls, a discovery questionnaire, and name refinement.

The Reviewer
 
11-50 Employees
 
Tampa, Florida
Thais Sousa
Owner, Go Mobile Flooring
 
Verified
The Review
Feedback summary: 

Catchword’s team came up with a brand name that inspires confidence, which is attributed to their highly organized process. The team was responsive, professional, and committed to meeting timelines.

BACKGROUND

Please describe your company and your position there.

As the co-owner of an interior design and construction company, I take part in strategic planning and oversee the design team. We create beautiful designs for residential and commercial upgrades and new construction.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We hired them to help us brand our new establishment in Tampa. We are expanding to a 20,000-square-foot design center in the coming year.

What were your goals for this project?

Our biggest challenge was developing a name that suited our multi-trade design and installation core business model. We needed something that sounded high-end but not pretentious; professional but not intimidating. It had to be easy to understand but not too simplistic.

SOLUTION

How did you select this vendor?

We went through a number of branding agencies over the course of several months. Eventually, we were referred to Catchword through our interior designer. We chose them because they had a defined, result-driven approach to name development and branding. They also had an incredible portfolio of many brand and product names, which we recognized and liked.

Describe the scope of their work in detail.

The process began with a series of scoping calls and a questionnaire to help them gain a strong understanding of our business model, goals, the target market for the design center, and much more. From this, they selected several hundred words and proposed 75 names that they felt best suited what we covered in our original scoping sessions. They offered more names a week later. After more refinement, clarification, and surveying, we made our final choice.

What was the team composition?

We worked directly with a partner of the firm, who was also our primary contact point. This simplified the process.

RESULTS & FEEDBACK

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

We are very satisfied with our ultimate selection. Since we have examined every angle, we feel confident that the name truly represents the image and branding we want to promote.

How effective was the workflow between your team and theirs?

The process was highly organized. They were very responsive and hit each target on the original timeline we agreed to. When issues arose, they were proactive in rescheduling or reaching a solution quickly so we could stay on target.

What did you find most impressive about this company?

We were impressed by Mark’s (Partner, Catchword Branding) approach and personal attention to our project. It was evident that he worked as hard as possible to ensure we were satisfied each step of the way.

Are there any areas for improvement?

None. They were true professionals who undoubtedly set the standard for this type of work.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were always on time.
  • 5.0 Cost
    Value / within estimates
    It was reasonable and competitive. We were satisfied.
  • 5.0 Quality
    Service & deliverables
    They provided names that reflected our original intention covered in the scope of work.
  • 5.0 NPS
    Willing to refer
    Absolutely.

Name Generation for German Independent Naming Agency

“They’re my best partner.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2005 - Ongoing
Project summary: 

Catchword provides name generation services as part of a long-term collaboration with a European naming agency. They focus their work on American-specific and global project needs.

The Reviewer
 
1-10 Employees
 
Germany
Werner Brandl
Managing Director, Key Creative
 
Verified
The Review
Feedback summary: 

The collaboration is always excellent, with the team providing high quality, culturally relevant solutions at all times. They understand instructions perfectly and are able to delve into the details of a project or task in order to produce the best results.

BACKGROUND

Introduce your business and what you do there.

Key Creative is an independent naming agency in Germany. I’m the managing director.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

I have a constant business challenge to create names that work on a global scale and are suited for the American markets.

SOLUTION

What was the scope of their involvement?

I’ve worked with them for several tasks. They create and find names specially adapted to global and American needs. They also provide creative input for my European projects. I don’t give the whole project to Catchword. Rather, I do the project for my clients, and then I integrate Catchword into my process. They usually supply me with strategy insights and creative input, especially with name creations. In the later stage of the project, they help me select names according to cultural and linguistic criteria. They’ve had creative input on about 15 projects so far.

What is the team composition?

I mainly work with Maria [Principal & Executive Creative Director, Catchword].

How did you come to work with Catchword?

I worked with Catchword in the previous agency I worked for. When I founded my own agency, I addressed their founder at that time to see if she wanted to team up with me. We met in London and set up a partnership. It continued with Laurel [Strategist, Catchword] and then Maria.

How much have you invested with them?

Less than $500,000.

What is the status of this engagement?

We started working together in 2005 and the work is ongoing.

RESULTS & FEEDBACK

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

Last year I put them in touch with a client of mine who had a cultural research issue for the U.S. market. They worked together and the project was completed within one week and was very successful. They’re my best partner.

How did Catchword perform from a project management standpoint?

They’re very good. They have ideas about how we can do a task, we agree on how we do it, and then everything is fulfilled in a very reliable manner. They have a good concept and strategy. I can always rely on them to do something on time.

What did you find most impressive about them?

They have an extremely good understanding of what I tell them, and not every person or agency does understand me. They have a great way of digging into your thoughts and getting to what you want. I can rely on them 100%. With the cultural stuff, I didn’t know how to go about it and neither did the client. We only knew we had a problem. Catchword immediately came up with a very good solution.

Are there any areas they could improve?

They could work in the same time zone as I am. Other than that, they work really well.

5.0
Overall Score I visited them in 2016 to see the guys in the office and I’d only do that with a partner I’m interested in.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    If I set something up with them, it’s done at that time.
  • 5.0 Cost
    Value / within estimates
    They’re good value for their money. The results are worth what I spend.
  • 5.0 Quality
    Service & deliverables
    The product outcomes are excellent. Everything is done as it was agreed upon.
  • 5.0 NPS
    Willing to refer
    I would recommend them.

Product Naming for Chewing Gum Line

"Catchword provided concrete suggestions and cautions."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Jan. - Feb. 2018
Project summary: 

Catchword prepared a list of potential product names based on a detailed creative brief, conducting linguistic checks to determine the impact of branding on U.S. markets in an outsourced engagement.

The Reviewer
 
1-10 Employees
 
Milan, Italy
Linda Liguori
Owner, Linda Liguori Brand Naming
 
Verified
The Review
Feedback summary: 

Through Catchword’s direction, marketing campaigns for the new product anticipated a stronger reception from targeted age groups. The team’s time-saving workflow, transparent pricing, and extensive linguistic knowledge contributed to a profitable partnership.

BACKGROUND

Please describe your company and your position there.

I'm the Italian partner of Global Naming Network (GNN), which is an international group specializing in brand naming and verbal branding. 

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

I had to create the name of a product that would be targeting U.S. markets primarily. I needed a qualified naming partner in the U.S. who knew the market well and had experience in name creation, linguistics, and social behaviors and trends connected to colloquial language use.

What were your goals for this project?

I needed to come up with a short list of names that could be pronounced easily and appreciated by young people.

SOLUTION

How did you select this vendor?

GNN highly recommended Catchword because of their skills in this industry.

Describe the scope of their work in detail.

Catchword created a list of names according to my brief that summarized all the documents for the project. From my end, I handled the creative process in two consecutive steps. After my client validated the results, I focused on specific word roots and gave Catchword a more concentrated brief.

What was the team composition?

Two people worked on name creation, and two others performed linguistic checks on the list of names.

RESULTS & FEEDBACK

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

Catchword provided concrete suggestions and cautions about names, words, and linguistic roots that may suit a non-American but do not work well for other English-speaking groups because of possible mispronunciations. The team also helped me consider the impact of different words on ethnic minorities who may have interpreted certain names in a negative way.

How effective was the workflow between your team and theirs?

Since I was in a hurry, we had to coordinate deadlines precisely despite the time difference.

What did you find most impressive about this company?

I appreciate their expertise in linguistics, deep knowledge of phonetic rules and exceptions, awareness of differences among ethnic minorities, and language pronunciation and usage capabilities.

Are there any areas for improvement?

Sometimes, Skype conferences could not be arranged due to the short time period and because of our time difference. However, this was partly caused on my side.

5.0
Overall Score Both I and my client are satisfied.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The process saved me lots of time.
  • 5.0 Cost
    Value / within estimates
    Their pricing is consistent compared to the market average.
  • 5.0 Quality
    Service & deliverables
    They offered excellent creativity and linguistic knowledge.
  • 5.0 NPS
    Willing to refer
    They are willing to help and generous with their time.

Name Generation for Insurance Services

"Catchword delivered high-quality naming recommendations that merged our strategic and creative objectives."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
Project summary: 

Catchword joined an in-house branding team to work on naming insurance products and services. The team worked off of an existing brand strategy to generate new names and research their feasibility. 

The Reviewer
 
501-1,000 Employees
 
New York City, New York
Andres Barragan
Chief Experience Officer, Group One Thousand One
 
Verified
The Review
Feedback summary: 

The team was enthusiastic and fast in their work, creating high-quality results and communication. The team adopted a thoughtful discovery process to understand the market and was able to generate ideas that met all the criteria they were given. 

BACKGROUND

Please describe your company and your position there.

I'm head of branding, marketing, and innovation for a group of insurance companies.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We needed to name a new fintech company and a new family of digital products.

What were your goals for this project?

We wanted to generate and secure names that aligned with our brand and business strategy. They needed to be differentiated and ownable.

SOLUTION

How did you select this vendor?

We were referred to Catchword.

Describe the scope of their work in detail.

Catchword received our brand strategy and naming brief. They distilled it into a very focused internal brief. They generated hundreds of names and ran preliminary trademark searches. Lastly, they presented final recommendations with a rationale for each.

What was the team composition?

The team had a cross-disciplinary team of creative business thinkers. We view names as critical business assets. For us, it's not just a creative wordsmithing exercise, we are truly concerned about the outcome and finding names for our clients that wow them as much as their customers, and that are available as trademarks that they can use and protect.

 

RESULTS & FEEDBACK

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

Naming is likely the trickiest sub-discipline in branding, where a lot of money and time can be spent with little results. Catchword delivered high-quality naming recommendations that merged our strategic and creative objectives and allowed us to stay on track with the launch of our new company and family of products.

How effective was the workflow between your team and theirs?

The work was very effective and efficient, with a limited number of high-quality interactions. It was a pleasure to work with them. Overall, they are fast working, energetic, and enthusiastic. They are responsive, and a pleasure to work with.

What did you find most impressive about this company?

Catchword was a pleasure to work with from the start. The key things that impressed me were: their incisive and thoughtful discovery phase where they sought to understand in detail the market, business, and brand context and understand the naming territories we were open to pursuing, their speed and ability to turn around high-quality work in a short time frame,  the team's intellect, enthusiasm and professionalism, and the naming deliverables meeting our expectations from a strategic and creative standpoint to help activate our brand strategy.

Are there any areas for improvement?

Absolutely nothing. I look forward to engaging Catchword in other branding projects and get exposed to their broader capabilities.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Project deliverables met timelines, there were no delays.
  • 5.0 Cost
    Value / within estimates
    Great value vis-a-vis fees, consistent with cost estimates.
  • 5.0 Quality
    Service & deliverables
    They were high-quality, on-brand, on-strategy, and had on-time deliverables.
  • 5.0 NPS
    Willing to refer

Naming for Brand Design Agency

"Catchword is grounded, professional, and values working as a team."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Nov. 2016 - Ongoing
Project summary: 

Catchword provides naming services for clients with an international focus. They conduct multiple discovery rounds to fully understand the brand, and help navigate complex copyright laws.

The Reviewer
 
11-50 Employees
 
Oakland, California
Carleen Bell
VP of Client Services, Enlisted Design
 
Verified
The Review
Feedback summary: 

Their grounded, low-ego approach creates a refreshingly collaborative atmosphere. Unlike other specialized naming agencies, Catchword is adaptable to project demands. They’re highly organized, and their ability to articulate the creative process guarantees a successful outcome.

BACKGROUND

Introduce your business and what you do there.

We're Enlisted Design, an agency based out of Oakland, California. We’re primarily focused on brand and product development, as well as packaging design.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We partner with Catchword to develop naming for clients who have an international focus. They're absolute specialists at what they do.

SOLUTION

What was the scope of their involvement?

With naming, it's very important to clearly articulate the process to the client. Catchword excels here, conducting several detailed rounds of interviews to ensure they understand the client’s brand and provide a sense of transparency.

They help us navigate a complex consumer space by guaranteeing our names are ownable from both a legal and mindshare perspective.

What is the team dynamic?

I usually work directly with their client services director, Kristen Pembroke, as my primary point of contact. I've also worked with Leena Mehta [Project Director, Catchword].

How did you come to work with Catchword?

They have an excellent reputation. We both work in the Bay Area, and we initially contacted them because of their proximity to our offices. After our first meeting, we were thrilled to know a quality naming agency worked so close to us. It's possible to do naming remotely, but face-to-face contact is always valuable.

They're also lovely people. It can be difficult to collaborate with some agencies because of high egos and proprietary thinking, but Catchword is grounded, professional, and values working as a team.

How much have you invested with them?

Between $50,000–100,000.

What is the status of this engagement?

We first started working together in November, 2016 and our relationship is ongoing.

RESULTS & FEEDBACK

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

We’re currently working on our second project together and we’ve had nothing but success. Partnering with Catchword guarantees an effective solution for our client.

How did Catchword perform from a project management standpoint?

While Catchword is a creative agency, their organizational skill is one of their greatest strengths. They’re consistently transparent about scheduling and provide detailed notes after meetings. This clarity of structure helps ensure the project moves at an efficient pace.

What did you find most impressive about them?

With naming, most agencies tend to specialize. Catchword, however, has a core team that relies on an extended network, enabling them to provide service with a greater breadth. They’re able to adapt and tailor resolutions to the job at hand.

Are there any areas they could improve?

I honestly can't think of anything.

Do you have any advice for potential clients of Catchword?

For anyone working with a naming agency, you really have to trust and follow the process. It's the only way to reach a resolution.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They're worth what they charge.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Renaming for Human Resources Company

"They valued our business. We felt appreciated and heard."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Brand perception survey results led to the onboarding of Catchword to help a human resources company reposition their brand with the creation of a new name. They will create a tagline next.

The Reviewer
 
11-50 Employees
 
Dublin, Ireland
Vesselina (Vessy) Tasheva
Chief Strategy Officer, Enhancv
 
Verified
The Review
Feedback summary: 

Catchword is an expert in the naming game. They provided over 2,000 names for consideration, with five viable options submitted for legal screening. Smooth communication with their team meant for perfect timeliness and coordination throughout the project.

BACKGROUND

Introduce your business and what you do there.

I am the chief strategy officer at Enhancv. I take on projects with a huge impact on the company such as our pricing research and strategy, introducing Jobs-To-Be-Done and Kanban as best practices, evaluating our current brand perception and creating our repositioning and rebranding strategy.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

After our brand perception survey, we identified a number of problems with our name and the perception of the brand among our own users. We decided to do a complete rebranding, starting with the name. This effort will be followed by a complete rebranding and is a critical part of our repositioning efforts.

Our goals were to reposition our brand and change the perception about our company.

SOLUTION

What was the scope of their involvement?

We provided a detailed brief with objectives, criteria, how we are perceived and where we want to be positioned (along with data from the brand perception survey). We gave Catchword a history of the company, an explanation of our products, and basically everything they could think of.

First, we had an intro call where we both presented ourselves. The second call went more into depth of the brief - think about it as a debrief. Catchword really appreciated the detailed brief and dug into it seriously, unlike many other agencies.

Once we selected Catchword as our provider, we started with a discovery conversation on what type of name we were looking for, including the way it has been composed - whether we wanted a made-up word or a real word or a mix, etc. Then we had the first round of names where we spotted a lot of great names. Its purpose was more to get a feel of what we relate to or not. The second round of names was even more on brief. Then we shortlisted the names to ones that our team liked.

We then did a comprehensive legal screening of those names. After that, we did a linguistic and cultural screening. At the end, we did an exploration of the domains. Now, we are filing for trademark registration. The next step will be for Catchword to create a tagline for us.

What is the team dynamic?

We worked directly with Mark [Skoultchi, Principal, Catchword] on the naming. We didn't interact with the rest of his creative team. I liked that because he's the unique combination of a creative and business mind. Leena [Mehta, Project Manager, Catchword] is a cultural and linguistic expert and we worked directly with her on that component of the naming process.

How did you come to work with Catchword?

I evaluated the naming agencies on the market. I reached out to eight agencies in the US and Europe. I had calls with seven of them. At the end, I had two shortlisted and picked Catchword as they were a culture fit for us. We appreciated the way they talked, formed pricing, and the way they managed our anxiety that we might end up not finding a name.

RESULTS & FEEDBACK

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

They created 2,000+ names. Of those, they had shortlisted about 50 in the first round and about 70 in the second round. Our group of decision makers (three co-founders, our Creative Director, and me) liked 15 of those. Then we shortlisted five that went for full legal evaluation. Then we picked two names for cultural and linguistic screening. This week we are filing one of those names, plus a variation of it for trademark registration in the US. Now they are working on a tagline for us.

How did Catchword perform from a project management standpoint?

We stuck to the timing they had presented with no delays and that was due to the smooth and effective communication we had.

What did you find most impressive about them?

The patience and respect they had towards us was the most impressive part of working with Catchword. They valued our business. We felt appreciated and heard. That's how they succeeded in meeting our business needs.

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

Naming for Private Wealth Management Firm

“They are among the very best business partners we have ever worked with.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

From beginning to end, Catchword led the naming effort for a private wealth management firm, taking only several weeks for the project to be complete.

The Reviewer
 
1-10 Employees
 
Seattle, Washington
Tom Gerson
Managing Partner, Blair Hall Advisors LLC
 
Verified
The Review
Feedback summary: 

Even for a smaller project, Catchword delivered around 400 names for consideration. The new name selected in the end has a perfect look and feel and has already been a huge support for the firm’s recent growth.

BACKGROUND

Introduce your business and what you do there.

Blair Hall Advisors, LLC is a private wealth management firm. I am the managing partner.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

As we were forming, we needed to choose the name of the firm.

SOLUTION

What was the scope of their involvement?

We did a “beginning-to-end” naming project to pick the name of our firm.

What is the team dynamic?

We worked primarily with one member of the creative team, and a few other team members contributed behind the scenes.

How did you come to work with Catchword?

I’d known of Catchword’s work and reputation for many years. The creative director/head of the firm, Maria Cypher, went to the same business school as I did. We were a year apart and her reputation among my classmates and hers was outstanding.

How much have you invested with them?

Our project cost in the low tens of thousands of dollars.

What is the status of this engagement?

The project was nicely quick, taking just several weeks to complete.

RESULTS & FEEDBACK

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

The result was our firm name. We have been incredibly happy with it. The name has a good “story,” a nice “feel,” and we like how it looks and sounds. It has supported our fast, high-quality growth.

How did Catchword perform from a project management standpoint?

Project management was excellent. Whatever tools were used were behind the scenes and did not impose on us at all.

What did you find most impressive about them?

They are among the very best business partners we have ever worked with. Catchword is extremely committed to quality, energetic, responsive, thoughtful, original, and diligent. The engagement was exactly what we were hoping for and more. We even looked at about 400 different names in our small project.

Are there any areas they could improve?

I have no constructive criticism at all. Catchword should just continue doing things as they have been.

5.0
Overall Score They delivered a flawless consulting experience with a result that has been perfect for us.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We completed every phase on or ahead of schedule.
  • 5.0 Cost
    Value / within estimates
    We were charged exactly what we were told the price would be.
  • 5.0 Quality
    Service & deliverables
    Our name has worked fabulously well for us.
  • 5.0 NPS
    Willing to refer
    Because the combination of results, process, creativity, and value was so excellent.

Product Naming for Meat Brand

"They were extremely responsive, a pleasure to work with, and clearly dedicated to the success of our project."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
May - June 2017
Project summary: 

Catchword produced exhaustive name options for a new product line. Their process involved several meetings and follow-up for analyzing results. The work has concluded, but they still offer occasional input.

The Reviewer
 
201-500 Employees
 
Chicago, IL
Director, CPG Meat Company
 
Verified
The Review
Feedback summary: 

Catchword’s output and quality surpass expectations. Their ability to produce a variety of distinctive names is remarkable, laying the path towards the right one while providing insight into their reasoning. They also accommodate to tight timelines and remain willing to provide further guidance.

BACKGROUND

Introduce your business and what you do there.

I am the director of innovation for a large, privately-held, processed meat brand. We are in the process of introducing a new snack.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We developed an innovative, meat-based snack product. It’s currently still in development and I’m not at liberty to discuss details, but I can say that the product line will be an alternative to other protein snacks and convenient snack options. We engaged with Catchword to develop a range of name options for it.

SOLUTION

What was the scope of their involvement?

We asked them to create a new brand name. Catchword went through a wonderful process which got us a fast, high-quality list of alternative names. We were happy with the results, and have been able to take a number of them to tests.

We had multiple meetings, and Catchword was meticulous in setting up an initial one for understanding the scope of the project. They asked a lot of good questions and had at least 2 follow-up conversations where they gave us advice on how to interpret the results. Catchword also helped me pick which ones should be tested.

We worked with Mark [Principal & Project Lead, Catchword] primarily, but there was a whole team in the backend. They offered to provide other marketing services, but we didn’t need anything else.

How did you come to work with Catchword?

I looked at a number of agencies online. Out of all the options, Catchword’s process best matched what we were looking for. They were also responsive, and more importantly, were a branding-focused agency, not just doing naming work as a sideline.

How much have you invested with Catchword?

The cost of their work was in the lower end of $10,000 to $50,000.

What is the status of this engagement?

We started working with Catchword in May 2017. The project took two 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 identified approximately 40 great names to test with our consumers. The amount and quality of creative work developed by the Catchword team have just completely exceeded our expectations. When we made the decision to hire a naming agency, we expected to discover some new and creative name ideas that we couldn’t conceive internally, but we never thought we’d complete this process with scores of unique, exciting, and clever brand names for our product line. Put simply, the Catchword team has blown us away.

We have actually gone through 3 rounds of testing with a Nielsen testing program in order to narrow options down to a final name. Out of that, we’ve received several very good scores.

What did you find most impressive about Catchword?

Catchword was extremely accommodating, developing a customized process to address our constrained timeline. Working in a way that I understand is unconventional for them, they completed 2 quick rounds of naming work in just over a week and walked us through their preferred ideas providing expert perspective and rationale for their recommendations. They were extremely responsive, a pleasure to work with, and clearly dedicated to the success of our project.

Mark has remained available to us and is willing to provide additional thoughts and guidance as we take the new name down the path. He has gone above and beyond what the contract called for.

5.0
Overall Score I can’t imagine a better outcome and a better naming partner.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They didn’t miss a beat and completed the project within our extremely tight timeline.
  • 5.0 Cost
    Value / within estimates
    Without a question, Catchword offers amazing value.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I would definitely refer a friend or colleague to Catchword for brand naming help. If and when my team has another brand naming challenge, I’ll certainly be reaching out to them myself.

Naming & Identity for e-Commerce Company

“Catchword comes up with names that are emotive, thoughtful, and surprising.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Apr. - June 2015
Project summary: 

A subcontracted team from Catchword helped develop a new brand identity. They suggested potential names for a lifestyle service, guided the selection process, and handled legal concerns.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Shawn Rosenberger
Principal & Creative Director, Thermostat
 
Verified
The Review
Feedback summary: 

The chosen name is unique and memorable, which is attributed to the team’s creative and strategic input. The brand identity from Catchword inspired subsequent marketing efforts. Other highlights are a seamless transition process and experience in registration procedures.

BACKGROUND

Introduce your business and what you do there.

Thermostat is a brand design consultancy. Our expertise is in emotive brand identity and package design for start-ups to industry leaders. We help our clients craft brand stories and bring them to life in retail, online, work, and home settings. We create market shifts and brand advocates.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

Catchword and Thermostat teamed up to create a new brand for a leading e-commerce company that was looking to launch a new service and offering. Initially, the company would do so under the parent brand, and then eventually the brand would live on its own. The new brand was meant to be more lifestyle focused, targeting a higher net worth shopper. This shopper wanted to find deals on exciting products for themselves or for giving and sharing with friends. At the same time, the brand still had to be fun, exciting, and relevant to many.

SOLUTION

What was the scope of their involvement?

When Catchword presented the names for this company, there were many good options. A few stood out and the client had a hard time deciding which ones to move forward with into the final stage. Catchword helped them through this process so that they made a strategic decision, instead of having a beauty contest. The resulting name was great and opened up so much opportunity for the identity. It was simple, unique, yet familiar. The name helped us create a story and visual cues that led to a fun and exciting identity.

Throughout the project, Catchword worked with the client with their brand naming process. They kept us updated and involved, and we received relevant information. Therefore, we had a seamless transition when they finished their work and it became our turn to create the identity. It was as if we were one company.

What is the status of this engagement?

We have worked with Catchword on other projects. They have always been key in starting the foundation for building a strong brand identity through their creative brand naming and strategy work.

RESULTS & FEEDBACK

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

We have worked with Catchword on a few projects. We are always amazed at the brand names they come up with and the strategic thinking behind them. Every experience with their Oakland or New York office has been a pleasure. They are a great group of people to work with. While working with Catchword on these projects, we have also learned a lot about the legal and registration hurdles that a brand must go through. They also handle those concerns.

What did you find most impressive about Catchword?  

The projects we have worked on with Catchword names have always been a great springboard for our work. Catchword comes up with names that are emotive, thoughtful, and surprising, which make us excited to work on these brands.

5.0
Overall Score They are a creative group of people and pleasure to work with.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They provide a thorough schedule. They know what obstacles may arise and how to overcome them.
  • 5.0 Cost
    Value / within estimates
    They charge the market rate. They are worth the value they create for a company.
  • 5.0 Quality
    Service & deliverables
    They are consistently creative every time we have worked with them.
  • 5.0 NPS
    Willing to refer
    Yes, I highly recommend Catchword.