#1 Ranked Naming Agency Worldwide on Clutch (2017)

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

Portfolio

Key clients: 

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

Naming wearable fitness trackers for Fitbit

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

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

Car naming for Volkswagen

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

Beverage platform naming for Starbucks

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

Company and product platform naming

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

Naming a self-powered blockchain company

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

Mochidoki – Winner of an LIA for excellence in Verbal Branding

Mochidoki – naming a premium confectionary product

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

Upwork – company naming for oDesk and Elance

Upwork – company naming for oDesk and Elance

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

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

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

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

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

Crazy8 – retail brand naming for Gymboree

Crazy8 – retail brand naming for Gymboree

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

Clover Health – naming a new health insurance company

Clover Health – naming a new health insurance company

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

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

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

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

Fibrance – naming a revolutionary technology for Corning

Fibrance – naming a revolutionary technology for Corning

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

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

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

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

Sunbird – naming a DCIM company and B2B platform for Raritan

Sunbird – naming a DCIM company and B2B platform for Raritan

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

Refreshers - naming a beverage platform for Starbucks

Refreshers - naming a beverage platform for Starbucks

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

Optane – naming Intel's revolutionary technology

Optane – naming Intel's revolutionary technology

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

Vudu – naming a popular media streaming service

Vudu – naming a popular media streaming service

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

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

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

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

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

Reviews

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Naming Projects for Multinational Professional Services Network

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

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

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

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

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

BACKGROUND

Introduce your business and what you do there.

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

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

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

SOLUTION

What was the scope of their involvement?

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

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

What is the team composition?

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

How did you come to work with Catchword?

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

How much have you invested with them?

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

What is the status of this engagement?

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

RESULTS & FEEDBACK

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

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

How did Catchword perform from a project management standpoint?

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

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

What did you find most impressive about them?

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

Are there any areas they could improve?

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

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

Branding for National Egg Producer

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

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

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

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

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

BACKGROUND

Introduce your business and what you do there.

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

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

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

SOLUTION

What was the scope of their involvement?

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

What is the team composition?

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

How did you come to work with Catchword?

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

How much have you invested with them?

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

What is the status of this engagement?

Our engagement spanned June–October 2018.

RESULTS & FEEDBACK

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

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

How did Catchword perform from a project management standpoint?

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

What did you find most impressive about them?

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

Are there any areas they could improve?

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

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

Name & Tagline Research for Music Streaming Platform

"Catchword did a great job all around."

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

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

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

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

BACKGROUND

Please describe your company and your position there.

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

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

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

SOLUTION

How did you select this vendor?

I found them on Clutch.

Describe the scope of their work in detail.

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

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

What was the team composition?

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

RESULTS & FEEDBACK

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

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

How effective was the workflow between your team and theirs?

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

What did you find most impressive about this company?

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

Are there any areas for improvement?

No. Catchword did a great job all around.

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

Brand Name Development for Freight Management Company

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

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

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

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

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

BACKGROUND

Please describe your company and your position there.

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

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

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

What were your goals for this project?

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

SOLUTION

How did you select this vendor?

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

Describe the scope of their work in detail.

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

What was the team composition?

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

RESULTS & FEEDBACK

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

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

How effective was the workflow between your team and theirs?

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

What did you find most impressive about this company?

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

Are there any areas for improvement?

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

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

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