Catchword

BACKGROUND

Introduce your business and what you do there.

I’m the VP of NBCUniversal, one of the world’s leading media and entertainment companies.

OPPORTUNITY / CHALLENGE

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

We hired Catchword for naming and branding.

SOLUTION

Can you describe the scope of work Catchword handled for this project? 

They were tasked with delivering a selection of names for consideration that had already been vetted through preliminary screening. Catchword presented two rounds of 50–60 names but developed thousands and screened hundreds prior to meeting with us. The criteria they used to vet the names they presented to us were Google screening and CatchAll, which involved knocking out obvious conflicts.

What is the status of this engagement?

We worked together from December 2024–January 2025 in terms of their part, but the project lasted for a few months longer on our end.

RESULTS & FEEDBACK

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

One of the words they pitched ended up becoming the final result! It was on the shortlist presented to senior executives at the beginning (along with 1–2 other options from Catchword and other options from other agencies). We received mostly positive feedback all around. The sound, feel, and look of the name were fresh, modern, and strong.

How did Catchword perform from a project management standpoint?

They were very communicative and collaborative throughout the whole process and met our deadlines. We primarily communicated via email and video conference calls on Microsoft Teams.

What did you find most impressive or unique about them?

The fact that an agency liked theirs even existed was unique in itself. I’ve worked with copywriters and branding agencies before but never in this capacity, and Catchword was specialists at it.

Are there any areas they could improve?

They could have narrowed down the names presented further or had a firmer POV on which ones were the strongest to help our team focus more, but it ultimately worked out.

BACKGROUND

Please describe your company and position.

I am the Founder and CEO of Greenfinch

Describe what your company does in a single sentence.

Greenfinch combines the best of traditional Western medical practices with innovative functional and lifestyle medicine, personalized to the patient.

OPPORTUNITY / CHALLENGE

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

I engaged Catchword to create a new company name and visual identity. I’d had a bad experience with another branding firm prior to hiring Catchword and also had worked with a research firm to help lay the foundation for the brand. Having worked with these two other firms, I had a good idea of what I wanted Catchword to accomplish and what I wanted in a creative partner.

SOLUTION

How did you find Catchword?

• Online Search
• Referral
• Clutch Site

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?

6-10 Employees

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

The naming process involved their background and competitive review, a kickoff work session, a very well-written and comprehensive creative brief, two huge rounds of creative with presentations, and prescreening of finalist names. The quantity and quality of names presented was quite amazing. The visual identity process included the development of many logo concepts, presentations and refinements, followed by the creation of a style guide with color palette, typography, and executions. 

I want to add that the presentations were so much fun, and I literally loved everything they showed me. I often had a hard time making a decision because I loved all the options so much, and I leaned on them to guide me to the right decisions. This is a good problem to have!

RESULTS & FEEDBACK

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

A name I love: Greenfinch. It’s so distinctive in the space. To me, it says good health, freedom, taking flight. So many good associations. A beautiful wordmark. I love what they did with the white space in the “g”. I’m excited to reveal it to the world. A lasting friendship. :-)

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

Their project management style is to go above and beyond with everything: responsiveness, creativity, strategy, helping with decision-making, making sure you know where you are in the process, helping with things you didn’t even know you needed help with. Everything was delivered on time, and every email was answered immediately.

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 creativity and beauty of their work Super kind, generous, fun people. Their willingness to go above and beyond on everything was impressive.

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

No, they are the best! And wonderful people. I wish I had more naming and design projects so we could keep working together.

BACKGROUND

Please describe your company and your position there.

We're a leading provider of B2B SaaS for the enterprise.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We hired Catchword to assist with a product naming initiative.

What were your goals for this project?

The goal was to develop a name for our product that best represented the differentiated value it provided to users.

SOLUTION

How did you select Catchword?

I've worked with Catchword on a number of naming projects in the past. They deliver every time.

Describe the scope of their work in detail.

Scope was to explore and find 5-8 potential names for our product that we could select and own (TM included).

What was the team composition?

I worked primarily with Laurel from Catchword. Other team members participated as well.

RESULTS & FEEDBACK

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

We've received nothing but positive feedback, internally and externally, since we launched it.

How effective was the workflow between your team and theirs?

The collaboration between our team and theirs was as close to perfect as I think you can get. Catchword really knows how to run a project with a group of stakeholders.

What did you find most impressive about this company?

I was most impressed with their talented people, their process, and their ability to deliver on our goals.

Are there any areas for improvement?

Nothing to critique. Really pleased overall.

BACKGROUND

Please describe your company and your position there.

I head business development and corporate strategy for a clinical stage biotech company developing new treatments for cancer. I lead a total rebrand effort for our company in 2019.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

New company name

What were your goals for this project?

We worked with Catchword to find a new name for our company.

SOLUTION

How did you select this vendor?

Our consultant Tom Haan from 22Filmore recommended them.

Describe the scope of their work in detail.

We worked with them over a few months to define the parameters for a new name, went through a few rounds of iteration, and helped select the top 5 names. They interacted with a subteam but also presented to our whole company on these top 5 names.

What was the team composition?

Laurel Sutton was the lead on the Catchword side.

RESULTS & FEEDBACK

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

We selected a name that Catchword generated (Ikena) for our company going forward. We successfully rebranded last week.

How effective was the workflow between your team and theirs?

Very effective. Catchword was responsive, creative and collaborative during the process.

What did you find most impressive about this company?

They truly understood the essence of what we wanted the new company name to be. They proposed a range of unique names that we would not have come up with on our own. Laurel's linguistics background was effective here in particular.

Are there any areas for improvement?

Very happy with the process and outcome. Would recommend them.

BACKGROUND

Please describe your company and your position there.

I'm the principal of a digital design and brand strategy agency, 1185 Design.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

For over 30 corporations, from startups to the Fortune 100 companies, we've worked with Catchword to create names that resonate across the technology sector.

What were your goals for this project?

We collaborated to name companies and products.

SOLUTION

How did you select this vendor?

Some of the clients we worked with selected Catchword. In other situations, we recommended them.

Describe the scope of their work in detail.

They named many businesses and products. We worked with clients to thoroughly understand their business and bring their brands to life, beginning with their most fundamental and critical brand asset.

What was the team composition?

We worked with their senior strategist and three linguistic professionals. 

RESULTS & FEEDBACK

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

We had incredible success in every engagement. These brands have endured and continued to impact the technology sector. Each name informs the visual, digital, and strategic vision of its company.

How effective was the workflow between your team and theirs?

It was very effective. We've worked together for over 20 years and share our understanding and findings to create the ultimate name. 

What did you find most impressive about this company?

They are consummate professionals and exceptional at what they do.

Are there any areas for improvement?

No, I can't think of anything. 

BACKGROUND

Please describe your company and your position there.

I am the VP of partner marketing for automotiveMastermind. We are a SaaS company startup that develops behavior prediction analytics for the automotive industry.

OPPORTUNITY / CHALLENGE

For what reason(s) did your company hire Catchword?

We wanted help developing a naming convention strategy framework for the company and its products and services.

What were your goals for this project?

Our goal was to gain executive leadership consensus on the framework for naming now and in the future.

SOLUTION

How did you select this vendor?

We did an internet search and explored several vendors. I really liked the case studies featured on the website.

Describe the project in detail.

We developed a naming convention and architecture.

What was the team composition?

I worked solely with Mark S. [Principal and Project Lead, Catchword], which was great.

RESULTS & FEEDBACK

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

Mark developed a fantastic presentation with a clear point of view. He presented their ideas very effectively to our executive team.

How effective was the workflow between your team and theirs?

They have an excellent evolution and process.

What did you find most impressive about this company?

They're very experienced and presented good ideas simply.