Catchword

BACKGROUND

Please describe your company and position.

I am the Director of a software company.

Describe what your company does in a single sentence.

We provides financial intelligence and analytical tools to help business leaders make better, faster decisions.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Product Naming

SOLUTION

How did you find Catchword?

Existing relationship

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Discovery & Mapping - Review all background materials to gain understanding of the portfolio, individual products, the pipeline, audiences & market; Conduct competitive audit to determine industry best practices and understand how competitors organize and name their products; Determine key stakeholders, decision-makers, product owners, etc.; Interview key stakeholders who can shed additional light on existing and future products, including functionality, audiences, use cases and competitive offerings
• Product Architecture Development - Analyze the current conventions and relationships between products and product categories. Imagine and develop numerous strategy and taxonomic options; Identify 4–6 potential naming strategy and taxonomic options and draft the pros and cons of each; Develop and deliver a naming strategy presentation, including our 4–6 preferred strategies/systems, with an eye toward gaining feedback for refinement of one or two approaches; Based on feedback from the team, refine the preferred one or two strategies (note: oftentimes, the ideal strategy is a combination of approaches) and present an updated system inclusive; Determine potential re-alignments and whether any current offerings should be renamed (or “de-named”)
• Product Naming Protocol - Create a set of naming protocols that regulate when a specific product requires a name and what type of name it receives
• Product Name Development - Create a brief for the project outlining all the necessary naming criteria; Develop hundreds of name candidates based on approved brief; internal shortlisting and Google prescreening; Conduct 1–2 rounds of naming and present name candidates with rationale; Conduct a second round creative, including hundreds of new names; internal shortlisting + Google prescreening; second round presentation of ~50 new names; Select 10–20 names shortlisted for advanced prescreens, followed by TM counsel screens & approval

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Product name selected
• Naming protocol document created

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword's project management was highly responsive and efficient, keeping us organized with a clear project timeline, recommendations, and deliverables; they successfully worked within our tight timeline to develop a new product name and went above and beyond to incorporate our business needs and inputs into the creative process.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed us most about Catchword was their ability to make the naming process both fun and educational, providing valuable guidance, pointers, and insights to keep us focused and informed despite the subjective nature of the task.

Are there any areas for improvement or something Catchword could have done differently?

No.

BACKGROUND

Please describe your company and position.

I am the Partner of Capitol Advocacy

Describe what your company does in a single sentence.

Public Affairs

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Refresh of Company Name

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• Pricing fit our budget
• Great culture fit

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword was tasked with rebranding and renaming our firm to reflect our evolving vision and expanded scope of services. The project involved thorough discovery sessions, competitive analysis, creative brainstorming, and iterative feedback cycles. They presented us with a wide range of name options, each supported by strategic rationale and analysis. Key deliverables included a shortlist of vetted name candidates, a final report explaining the decision-making process and recommendations, and additional guidance on preliminary trademark analysis and how the new name could align with our branding goals

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Although we initially aimed to rush the naming process, we ultimately decided to pause and take more time to reflect on this critical decision. Catchword’s work was invaluable in laying the groundwork for when we choose to proceed, and we fully intend to continue working with them. They delivered a strong shortlist of thoughtfully crafted name options. Their thorough process helped us gain clarity on our brand identity and ensured we’re well-prepared to finalize a name when the timing is right.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword’s project management was outstanding. They adhered to the timeline we established and delivered all key items on schedule, even as we pushed for a quick turnaround. Their team was highly responsive to our needs, always available to answer questions, provide updates, or make adjustments based on our feedback. They maintained clear and open communication throughout the process, ensuring we felt supported every step of the way. Their professionalism and flexibility made the entire experience seamless and enjoyable.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What really stood out to us about Catchword was Mark and Katy—they were such a pleasure to work with! Their creativity and strategic thinking were incredible, and they made the whole process feel easy and enjoyable. We loved how they didn’t just throw out random names; every option was thoughtful and backed by solid reasoning. Their enthusiasm for our project and their ability to balance big ideas with practical details really made them unique. 

Are there any areas for improvement or something Catchword could have done differently?

Honestly, we had a great experience working with Catchword, and there’s very little we’d suggest improving. They were incredibly responsive to our needs and adapted seamlessly to our timeline. Overall, we’re very happy with their work and look forward to continuing the collaboration!

BACKGROUND

Please describe your company and position.

I am the Creative Director of GreyBox Creative

Describe what your company does in a single sentence.

We provide creative services such as complete visual identity systems including website design, development.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Together, we collaborated on a brand development project for a shared client, Catchword handling the name development piece and GreyBox handling the visual identity system.

SOLUTION

How did you find Catchword?

Their outstanding reputation and our prior experience working with their team.

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Catchword were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

At this point, we’re quite familiar with Catchword’s process, having worked together several times. Generally speaking, their process involves a lot of discovery work, the creation of naming parameters for the project, multiple rounds of name development and review, and various degrees of name screening. In this case, the process was on an accelerated timeline, and so the Catchword team conducted just one round of name development. But they went all out when they presented their recommended names, presenting them in a very impressive graphical context, including name stories and taglines for each of the names. It really helped our shared client to see just how impactful each of the names could and would be. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Both the client and our team were super impressed by Catchword’s name recommendations! The client even had a hard time narrowing down the list for trademark evaluations. It’s really amazing the range of name styles, conceptual thinking, and creativity they demonstrated during this process. And I know that, ultimately, several names cleared the client’s trademark review, providing them with multiple name options to choose from!

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Especially given how fast this project moved, it was critically important that it be managed efficiently, and Catchword was super effective, making sure everyone involved was always up to date, clear on next steps and responsibilities, and confident that we were all going to make the deadline! They made sure to get meetings on the calendar right from the outset, and every deliverable was provided on time and as expected. 

What was your primary form of communication with Catchword?

Virtual Meeting

What did you find most impressive or unique about this company?

Catchword is the leading naming agency on Clutch for a reason! They’re really the best in the naming business, super smart, extremely creative, and wonderful people to work with. 

Are there any areas for improvement or something Catchword could have done differently?

Nope. As expected, they nailed it, getting another client over the naming finish line in record time!

UPDATED REVIEW

This review was published on October 10, 2022.

Vincent Fatato
President, GreyBox Creative
Advertising & marketing

Greenburgh, New York

1-10 Employees

Jul 2021 - Sep 2021

$10,000 to $49,999

Verified

Project summary
Catchword was hired as a third party to develop a creative company's brand name and visual identity. They have also collaborated with the internal team on various brand identity projects. 

Feedback summary
Catchword’s name ideas and their process are remarkably honed, resulting in several successful collaborations. Their team is full of attentive professionals who never hesitate to go above and beyond to exceed client expectations. They're also strategic, creative, and highly responsive.

BACKGROUND

Please describe your company and your position there.

I’m the founder and President of GreyBox, an award-winning creative and design agency based in New York.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

GreyBox and Catchword have collaborated on several company brand development projects in the last few years. Our first collaboration, and the primary focus of this review, involved the creation of a brand name and identity for a biotech company focused on cancer detection. Catchword developed the name and GreyBox developed the identity, though we worked hand-in-hand, very collaboratively, throughout the process. It was during this first collaboration that we got to really know each other, discover both a professional and personal synergy, and and establish a foundation for an ongoing agency partnership.

SOLUTION

How did you select this vendor?

A few years ago, Catchword reached out to our team to discuss possible collaborations. They had discovered GreyBox online, appreciated our design work, and were looking to strike up a relationship with an agency like ours. We’re thrilled they did because the partnership has been incredible. There’s a genuine and mutual respect for each other’s process and deliverables, and a really strong cultural fit. We’re like-minded agencies placing an emphasis on doing outstanding work and everything we can to exceed client expectations. Even though the relationship is just a few years old, it feels like our teams have been working together forever.

Describe the scope of their work in detail, including any steps and the final deliverables.

Our combined agencies were responsible for developing a company brand name and visual identity for a shared biotech client. Catchword carried out a full brand naming program, including discovery work, multiple rounds of name development, and trademark vetting of client-preferred names. Our team participated in the naming process, providing input from a design perspective, and reciprocally, Catchword participated in and provided input during the design phase of the process.

How many people from the vendor's team worked with you, and what were their positions?

Catchword had a full team working on the name ideation, but our contact was most directly with Mark Skoultchi, one of the agency’s partners.

RESULTS & FEEDBACK

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

Now having completed several collaborations with Catchword, I can really understand why they’re the leader in brand name development. Their process is remarkably well honed and their name ideas really inspired, but more than that, they’re just super smart branding professionals and incredible people who place a real importance on doing amazing work and exceeding client expectations. We absolutely love working with them and we look forward to many more collaborations in the future.

Describe their project management style, including communication tools and timeliness.

Catchword is an incredibly well-oiled machine. Their team has been through the process of company name development literally hundreds of times, so, project management is, as you would expect, extremely smooth and effective and most of our collaboration took place on Zoom.

What did you find most impressive or unique about this company?

Just about everything impresses us about Catchword. They’re very strategic thinkers and incredibly creative wordsmiths, highly responsive and client-oriented, extremely personable, fun people to work with, and true experts in their field. You won’t find a more impressive naming agency anywhere.

Are there any areas for improvement or something they could have done differently?

Nope.

STAR RATINGS:
Overall rating; 5 - They set the bar.

Quality: 5 - Quite simply they are the best at what they do.

Cost: 5 - they are best at what they do and they earn every penny of it as I'm constantly amazed at how much work goes into a name..

Schedule: 5 - right on schedule

Willing to refer: 5 - 100 percent 

BACKGROUND

Please describe your company and position.

 I am the Associate Director of a business services company 

Describe what your company does in a single sentence.

We are a data and analytics company that serves several different industries.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

Catchword was brought on to provide branding services for our company. They completed an in-depth discovery phase, a streamlined round of name development, and trademark prescreening.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword's process started with a comprehensive discovery phase where they reviewed internal materials and completed market research to understand our company and its position in the industry. They then led an interactive session with key stakeholders to further refine the direction they would take to develop a new name for us. 

They delivered a full list of preliminary names and reviewed in detail their short list of preferred names. After selecting a few of our top choices, Catchword completed a trademark prescreening to help us identify which names would likely be able to be registered under our industry.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our work together is still in progress, but we've been incredibly impressed with the names that Catchword has developed for us and the approach they took to understand our culture and company identity.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Working with Catchword has been fun, engaging, and responsive. Their project management and communication have been excellent. 

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The Catchword team demonstrates true curiosity and is very personable!

Are there any areas for improvement or something Catchword could have done differently?

None at this time

BACKGROUND

Please describe your company and position.

I am the Global Marketing Strategist of a medical company 

Describe what your company does in a single sentence.

We help pets lead fuller lives by giving veterinarians the tools, technology, and insights to see clearly and get the answers they need.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Prooduct Naming
• Legal & Trademark Validation
• Linguistic Screening

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We engaged Catchword to develop a brand name for a new pet diagnostic platform. Their team also assisted with trademark evaluations and linguistic research to validate the names they developed. In addition, they generously assisted with some out of scope work including follow-up creative ideations and the creation of category descriptors to contextualize the selected brand name. We sincerely appreciated this additional, unbudgeted work.

Scope of the project included an extensive discovery and briefing phase to set parameters for naming the platform, multiple rounds of name development, multiple presentations of work name candidates, trademark evaluations, and linguistic and cultural research to validate names in international markets. Plus, as I mentioned, some out of scope work such as additional creative name ideations and category descriptor development.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

I would point to the extensive list of fantastic names that cleared not just a trademark prescreen but a linguistic evaluation as well! I’ve been a part of naming projects in the past and I can say, without question, this was the smoothest, most fun, and most successful project I’ve helped manage. Major kudos to Catchword.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Beautifully! Regular and responsive communication, adherence to timelines, friendly and personable. I loved working with them, always felt well-supported and informed, and wouldn’t hesitate to hire them again.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Well, while everything impressed me, including the awesome range of names they developed, I guess I would say the process itself. Catchword has been a leader in their space for many years, and the experience shows. From start to finish, I always felt extremely confident in their work, how they managed the project, their level of expertise, and that we’d end up in a great place. And we did!

Are there any areas for improvement or something Catchword could have done differently?

Not that I can think of. They’re awesome.

BACKGROUND

Please describe your company and position.

I am the Managing Partner of an investment consultancy

Describe what your company does in a single sentence.

Private equity firm

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Naming
• Branding

SOLUTION

How did you find Catchword?

• Online Search
• Referral
• Other

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned
• Vision

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We hired Catchword for a detailed branding and naming project focused on launching our new strategy. The firm's scope of work included developing a brand strategy through extensive research, creating a list of potential names after conducting trademark checks, and designing a full visual identity, including logo, color palette, and typography.

Additionally, they provided comprehensive brand guidelines and a strategic plan for our brand launch, encompassing promotional strategies and materials. Our experience with the team at Catchword was very positive, as they delivered a visually compelling and strategically robust brand presence, well-aligned with our objectives.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Working with the team at Catchword on our branding and naming project was a success. The strategic insights and creative solutions provided by the firm led to impressive outcomes, including increased brand connection prior to launch and this will strengthen our market presence and and connectivity within our targeted market. The feedback from our clients and partners has been overwhelmingly positive, affirming the effectiveness and appeal of our brand identity.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The project management approach of the team at Catchword was exceptionally professional and effective. They consistently delivered every aspect of the project on time, adhering to the agreed-upon timelines without compromising on quality. Their team was highly responsive to our needs, accommodating changes and providing solutions whenever challenges arose.

Communication was a strong point; the team kept us informed and involved through regular updates and meetings, ensuring that we were aligned on every decision. The smooth workflow and their proactive approach in addressing our needs led to a seamless project execution that exceeded our expectations.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most impressively about Catchword was their unique blend of creativity and strategic thinking. Their ability to translate our vision into a compelling brand identity, coupled with a deep understanding of our industry dynamics. They ensured that it resonated well with our target audience.

Additionally, their proactive communication and commitment to client satisfaction made the entire process not just productive but also enjoyable. This approach set them apart from other firms we’ve worked with, making them a valuable partner in our branding efforts.

Are there any areas for improvement or something Catchword could have done differently?

None.

BACKGROUND

Please describe your company and position.

 I am the CEO of a telecommunications company 

Describe what your company does in a single sentence.

We build satellite user terminals

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

Pick a new name for our company

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword generated and analyzed hundreds of names and communicated key takeaways and summaries with us as we narrowed down the list and eventually chose our new company name. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We received couple of reports with list of all names they chose, the reasoning behind it, and recommendation on the next steps. The final deliverable was the new company name for us. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword team were very professional and managed the project perfectly. All email correspondence were handled in a timely manner and with a high level of attention to details. 

They delivered on time and as promised, and we were very happy with the outcome. Thank you! 

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

People. 

We absolutely enjoyed every minute we spent with Catchword team (Mark and Katy). They are very nice, very professional, and very knowledgeable. Perfect combination of what's needed to make a reliable professional partner for our company. 

Are there any areas for improvement or something Catchword could have done differently?

We could have benefited from more education on the importance of trademark screening early on. It was somehow intimidating at the end to receive trademark screening reports from our lawyers on the shortlisted list of names and to see how widely used almost all names could be around the world. Not sure if this is something that can be done better/differently by Catchword, but I can think of this as the only hard part of the effort for us.

BACKGROUND

Please describe your company and position.

I am the CEO of Bodyport

Describe what your company does in a single sentence.

Develops and sells products to improve the lives of patients with Chronic diseases

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Product platform naming

SOLUTION

How did you find Catchword?

• Online Search
• Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Catchword were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

After an initial discovery phase during which Catchword got thoroughly up to speed on our business and platform, their team conducted two full rounds of name development. Together, we reviewed over 100 name candidates for the platform, but I understand their creative team created literally thousands of names as part of the name development process. 

The first round of work was focused on gauging our name preferences and gaining insights to guide their more focused, Round 2 work. That first round was very diverse and even included what their team calls “rule breaker” names––i.e., names that don’t map to the established naming directions perfectly but which their team feels are interesting on some level and worthy of discussion. 

And that was smart, because those names sparked some great conversation and opened our eyes to some interesting directions that we didn’t originally expect to take. The Round 2 work was really spot on and clearly incorporated the learnings we all gained from the Round 1 discussion. It validated the Round 1 work and the importance of iteration, and affirmed that their team had really listened to us. 

After both rounds of work, we landed on a shortlist of names and Catchword conducted a preliminary trademark screen on it (and I should note that, during the process, they conducted Google screening on all names to eliminate names with obvious conflicts in our space). 

We were thrilled to see that more than half the names on our shortlist passed preliminary legal muster! We’re currently having our attorneys conduct a full trademark evaluation of the surviving names, after which we’ll make a final name decision.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While we haven’t yet finalized the platform name, our team has been extremely happy with Catchword, including their process, their name suggestions, and their project management.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Catchword was highly communicative and the project was managed super smoothly. They were always immediate in their responses, accommodating (to schedules, needs, etc.), and a true pleasure to work with.

What was your primary form of communication with Catchword?

Virtual Meeting

What did you find most impressive or unique about this company?

In particular, I found their team to be really smart, accommodating, and easy to work with. I also really appreciated the process itself, which was exhaustive in terms of names developed, efficiently executed, and fun. And, they imagined some really great and exciting names for our platform, which is perhaps the most important reason why you hire a naming agency––i.e., for their creativity!

Are there any areas for improvement or something Catchword could have done differently?

Nothing that I can think of.

BACKGROUND

Please describe your company and position.

I am the EVP, U.S. Lead, Health Brand Development of Edelman

Describe what your company does in a single sentence.

Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations, giving our clients the confidence to lead and act with certainty, earning the trust of their stakeholders.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Naming strategy
• Name development
• Complex naming strategy for portfolio naming

SOLUTION

How did you find Catchword?

Recommendation

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We have chosen Catchword as our go-to partner for naming related work in Healthcare. We have engaged Catchword several times and our clients are always thrilled with their naming strategy counsel and actual name candidates. We've even brought them in to help with complex naming strategy issues regarding portfolio naming, including name development in the diagnostics space. Catchword is highly professional and dependable and produces high-quality work.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Solid name candidates that passed trademark screening and were a best-fit to the brand strategy; one name was ultimately selected for the product name.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Highly responsive project management. Catchword delivers on time and as expected.

What was your primary form of communication with Catchword?

Email or Messaging App

What did you find most impressive or unique about this company?

Catchword's team members are subject-matter experts in naming strategy and name development. Their partnering ability is most impressive.

Are there any areas for improvement or something Catchword could have done differently?

n/a