Catchword is a trusted leader in naming and branding that's been creating impactful identities for clients worldwide since 1998. From offices in the San Francisco Bay Area and New York, Catchword helps clients express who, what, and why they are. Industry-leading brands such as Intel, Allergan, TikTok, Starbucks, HBO, and VW turn to Catchword for verbal and visual creativity, strategic insight, and expert guidance.
We believe the best work arises when blue-sky thinking is grounded in serious analysis and open-minded exploration complements time-tested process. At this intersection of rigor and intuition, amazing brands are born.
Our client engagements range from quick-turnaround projects with startups to retainer relationships with international Fortune 500s. Whether you're just getting off the ground, rebranding your company, or launching a new product, our goal is the same: to develop a timeless brand that resonates fully and authentically with target audiences and makes a mark in the world. Whether in the supermarket, at CES, or opening the New York Stock Exchange, the brands we create tell enduring stories that become part of the very culture around us.
Catchword has received more awards for naming than any other agency, including 7 Hermes Creative Awards, 6 MUSE Creative Awards, 6 Transform Awards, 6 MarCom Awards, 2 Creative Communication Awards, and 1 London International Award (LIA), as well as multiple honors for branding, including visual identity design, and dozens for client satisfaction. We’ve been ranked #1 for naming by Clutch since the category was introduced in 2017.
Min project size
$25,000+
Hourly rate
$300+ / hr
Employees
10 - 49
Locations
Oakland, CA
Year founded
Founded 1998
Languages
Timezones
1 Language that we service
English
2 Timezones that we service
EST
Eastern Standard Time (EST)
PST
Pacific Standard Time (PST)
2 Locations
Oakland , CA
New York , NY
No have been added yet...
Pricing Snapshot
Min. project size
$25,000+
Avg. hourly rate
$300+
/hr
Rating for cost
4.9
/5
What Clients Have Said
Catchword offers competitive pricing for naming services, often delivering high value with projects ranging from $10,000 to over $100,000. Clients praise their comprehensive processes, creativity, and responsiveness, frequently resulting in multiple viable name options that align with business goals.
Catchword's creative process is highlighted as thorough and innovative, with the ability to provide a wide range of naming options that align with brand strategies and resonate with target audiences. Their strategic approach ensures names are not only creative but also meaningful.
Commitment to Client Satisfaction
Catchword is committed to ensuring client satisfaction, often going above and beyond to meet client expectations. Their dedication to client success is a recurring theme in reviews, highlighting their customer-centric approach.
Strong Client Relationships and Collaboration
Catchword is recognized for building strong, collaborative relationships with clients. They are described as personable, approachable, and dedicated to understanding clients' needs, which fosters a positive and productive partnership.
Adaptability to Client Needs and Budgets
Catchword is noted for their adaptability to different client needs and budget constraints. They offer customized solutions that cater to specific project requirements, making them accessible to startups and large enterprises alike.
Expertise in Naming and Branding
Catchword is highly praised for its expertise in naming and branding, consistently delivering high-quality names and strategic brand positioning. Clients appreciate their ability to generate unique and suitable names across various industries, from technology to healthcare.
Catchword provides ongoing naming services for a professional services network. Their main task is to come up with product names and one-liners that meet the client's brand guidelines and objectives.
The client and end-clients have been pleased with Catchword's work — in fact, they are always impressed by the amount of naming options provided. The team communicates weekly, responds quickly, and delivers on time. They also go beyond the call of duty and are very passionate about their work.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I am a brand manager at a multinational professional services network of firms. My team and I ensure that all new services and offerings are named and messaged according to brand guidelines.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
We work with Catchword on an ongoing basis across the entire spectrum of naming projects. They help create briefs and interview questions for intake interviews, generate (a lot of) names, pre-screen the names, and put together naming presentations. I've also worked with them on one-liners and other similar projects. Our goal is to find names and one-liners that fit our brand guidelines while meeting the objectives of various stakeholders. Catchword always delivers.
SOLUTION
How did you select this vendor?
My team was already working with Catchword when I joined, but I choose to involve them on projects because of their fast turnaround time and competitive pricing.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword begins by creating a briefing document that includes a number of key questions we need answered to appropriately name a service or offering. Catchword joins the intake discussions and interviews the stakeholder who needs something named. Then, Catchword generates names to meet the brief, and they always over-deliver on the number of names.
Our team will pick a shortlist, and Catchword will pre-screen the names to see if any major conflicts jump out. They provide rationales for why a name should or shouldn't move forward in the process. Then, they help us build and present a naming presentation. The work is always fast, and always of high quality.
How many people from the vendor's team worked with you, and what were their positions?
I work directly with Catchword's partner, and he is always personable and asks great questions. His naming and copy specialists support him throughout the work.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
The biggest success of working with Catchword is the consistently positive feedback we receive from stakeholders who are naming difficult services or offerings. They are often blown away by the volume and range of options they're provided. We've worked on numerous projects together, and it's always a pleasure.
Describe their project management style, including communication tools and timeliness.
We have weekly status meetings and communicate via email. Their responses are always very prompt, and the deliverables are on time.
What did you find most impressive or unique about this company?
Their passion for naming is unparalleled. Catchword always over-delivers, and often send hundreds of names simply because they love to name. It's refreshing to work with them.
Are there any areas for improvement or something they could have done differently?
Our experiences with Catchword are always positive!
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Product Naming for Diagnostics Company
Branding
$50,000 to $199,999
Sep. 2021 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"We love how they brought in the perfect balance of serious and fun."
Feb 25, 2022
Director Marketing Communications, Diagnostics Company
Christy Penka
Advertising & marketing
Fountain Valley, California
501-1,000 Employees
Online Review
Verified
Catchword was hired by a diagnostics company to create names for several of their new products. They had been hired for their extensive naming experience and track record of success in many industries.
The client is excited to launch their names soon. They were extremely helpful in thinking about how to position the company's products in the market in a way that resonates with their unique audiences. Moreover, everything has been passed on time, and everything has been delivered on time.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m the Director of Marketing Communications for a leading veterinary diagnostics company.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
Our company is at the forefront of innovation when it comes to onsite diagnostics for veterinarians, and in order to maintain and grow our position, we’ve been developing some revolutionary new diagnostic tools and applications, and we hired Catchword to help us strategically create names for several of these new products.
SOLUTION
How did you select this vendor?
We found several potential partners, mainly via online research. After speaking for a few, we narrowed it down to Catchword based on their extensive naming experience and track record of success across virtually every industry. Plus, we got a very good feeling from their team, and enjoyed meeting them, and have truly enjoyed working with them, too. Our name review meetings are something that I would look forward to as a fun break in my day.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword carried out multiple full brand naming projects for us. For each project, this included an initial discovery phase to understand the product, market, audiences and competitors, which was then followed by the creation of a Naming Brief, which helped guide their creative work, and also served as a means of evaluating names, to ensure they checked the right boxes. Once we had agreement on that brief, they went through two rounds of name development, each culminating with a presentation of pre-screened name options. The range of name ideas they shared—from playful to serious, metaphoric to abstract—was extremely impressive, and the folks who presented the names to us clearly had heart and passion for the ideas they shared.
And, in addition to developing a broad array of interesting and compelling brand names, their team was extremely helpful in thinking about how to position our products in the market, in a way that resonated with each offering’s unique audiences. After the creative phases and presentations were concluded, Catchword conducted more in-depth legal pre-screens on our favorite names in order to ensure that we weren’t sending anything to our legal counsel that was clearly problematic. So they did everything to ensure as smooth a process as possible.
How many people from the vendor's team worked with you, and what were their positions?
We had two people, Mark (Partner) and Bruno (Director), who worked with us throughout the entire project. From pitch to completion, they were in every meeting, every call, every email. In addition to them, there were a handful of more behind-the-scenes folks leading and working on the creative work, as well. I cannot recommend this team enough!
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
We have final names selected for two projects, and are still in the process of developing and selecting a name for a third and fourth project, however, these have not yet been publicly announced yet, so while I can’t share them yet, I can say that we’re super excited about them and very much looking forward to making a big splash with an announcement soon.
Describe their project management style, including communication tools and timeliness.
They were absolutely great. Everything was always delivered on time, and the team was extremely responsive and always on top of everything. We also appreciated how regularly they would check in with us. Especially now in the days of non-stop, back-to-back meetings, it was refreshing that they never let us forget what we needed to do or slip through the cracks. They made us feel as though we were their only clients.
What did you find most impressive or unique about this company?
We love how they brought in the perfect balance of serious and fun. As I mentioned earlier, our meetings were always lighthearted and included some great laughs. But at the same time, they never lost sight of the fact that this was business, and we had to get this right in order get to market in a way that would help us succeed. And I don’t think that’s easy to do. In fact, we were so impressed with their team and process that shortly after we started our first project together, we engaged them to work on three additional projects. And I’m sure that we’ll almost certainly be engaging them for additional work going forward, as well.
Are there any areas for improvement or something they could have done differently?
Nothing. I’m already looking forward to the next project with them!
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Product Naming for Medical Device Company
AdvertisingBranding
$10,000 to $49,999
Nov. 2021 - Feb. 2022
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"I really enjoy that they truly listen to the feedback that's provided."
Feb 23, 2022
Global Marketing Communications, Boston Scientific
Megan Rudolph
Healthcare
Minneapolis, Minnesota
10,001+ Employees
Online Review
Verified
Catchword has been challenged to help a medical device company with developing their branding strategies. Their current service mainly involved a brand name for one of their products.
The client is impressed by the speed and quality of Catchword's work. In fact, they are looking forward to the final selection of their new device soon. The team provided open and transparent communication. They have also built a strong partnership wherein the client feels truly listened to.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I work in Marketing Communications for Boston Scientific, a large Medical Device company. My focus area is in Interventional Heart Failure & Coronary Therapies.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
We're developing a new technology in the Interventional Heart Failure space. We challenged Catchword branding to help us develop a commercial name that could be trademarked in US and various OUS markets. (this is a very high profile project internally)
SOLUTION
How did you select this vendor?
I was was referred to Catchword through another colleague who decided to engage them in a separate project. After meeting with the team and reviewing the agency pitch materials, our team decided to also move forward with a new partnership with Catchword.
Describe the scope of their work in detail, including any steps and the final deliverables.
The project included the following stages:
Discovery & Immersion - thorough review of background materials including product design goals, value proposition, competitive and marketplace notes.
Stakeholder Briefing - Catchword developed a detailed springboard document and led stakeholder interviews with 8 key individuals (including divisional President, cross-functional leads and OUS partners).
Round 1 Name Ideation + Google Pre-Screen - The Catchword team developed 750+ names during this stage. Creative development tools included: vocabulary and metaphor development, creative relaying, group name shares, out-of-category explorations, hard-copy and digital dictionaries, thesauri, and other reference books. Additionally, Google pre-screening was conducted on the naming selects to eliminate options with obvious legal, marketing, or domain-name issues.
Round 1 Name Presentation - Catchword presented 58 names at this stage. Our was very pleased with the quality and range of work. We immediately shortlisted 18 names to circulate among stakeholders for feedback before moving forward in the process.
Round 2 Name Ideation + Google Pre-Screen - Using the insights from Round 1, Catchword developed another extensive list of names, this time exploring in greater depth a more honed set of directions based on the feedback we received in round 1.
Round 2 Name Presentation (56 names presented) - Catchword presented 56 names at this stage. Our team was very pleased with the work and "short" listed 28 names to move forward in the process. Side note: we pushed the Catchword team to move quickly on this round of work, which shortened our original timeline and overlapped with the winter holidays. The team didn't bat an eye and delivered exceptional work despite these challenges.
Trademark Prescreening for 34 names - Catchword conducted a very thorough preliminary Trademark review in a very short amount of time. This helped us expedite the process significantly and saved a lot of work of our internal corporate trademark team.
How many people from the vendor's team worked with you, and what were their positions?
I worked directly with: Mark, Partner & Drew, Project Director and Sr. Strategist
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
We're currently in the final stages of OUS Trademark review and we're looking forward to selecting the final commercial name for this new device very soon...! High-profile naming projects can be a emotional rollercoaster, but with Catchword leading the charge on this one, we've been able to sail on smooth waters. I've been very impressed with the speed and quality of the work that this team has produced.
Describe their project management style, including communication tools and timeliness.
I really enjoyed the project management style. There was lots of open communication at every step of the process. Additionally, the detailed SOW and project timeline helped keep us grounded and on-track throughout the project.
What did you find most impressive or unique about this company?
I really enjoy that they truly listen to the feedback that's provided. This really helped us build a strong partnership early in the project and helped guide the work along the way. Also, they're just easy to work with (even when we were being a bit difficult!)
Are there any areas for improvement or something they could have done differently?
I have no complaints! I'd love to work with Catchword on a future project and I've already been singing their praises internally to other colleagues who are starting a naming initiative.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Brand Renaming for Cloud Infrastructure Company
Branding
$10,000 to $49,999
Oct. - Dec. 2021
5.0
Quality
4.5
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They have a reputation in the industry as the best at what they do and they certainly backed it up."
Jan 18, 2022
CEO, Maxihost
Guilherme Soubihe
IT Services
Sao Paulo, Brazil
51-200 Employees
Online Review
Verified
Catchword carried out a full-fledged brand renaming project for a cloud infrastructure company. While their company name served them well, the client mentioned that they outgrew their previous name.
Catchword brought several new company names that the client is happy with. They escorted the client through a challenging project with an extremely smooth project management style. Most of all, the vendor always felt in the loop without being burdened by the process.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m the founder and CEO of a global cloud infrastructure company.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
Even after 20 years as a market leading infrastructure company, our business continues to evolve, both in terms of the solutions we provide and the markets we serve. While our company name has served us well for over two decades, it has its limitations and drawbacks, of which we’ve always been aware. In particular, it speaks to a technology space we’ve outgrown, and is comprised of a word that carry potentially negative meaning in certain languages. For these reasons, we made the difficult decision to change our name, and we engaged Catchword to help us with the initiative.
SOLUTION
How did you select this vendor?
After doing a lot of online research and identifying a select number of highly ranked and regarded branding agencies we conducted interviews, got to know the various agencies and their approaches to brand development, and ultimately made the decision to work with Catchword. In addition to feeling very confident in their process, experience, and ability to do a great job, we felt a really strong personal connection to their team.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword carried out a full brand renaming project for us. This included an initial “discovery” phase to understand our business, the markets we serve, our various customers, and our corporate culture. One of the things that impressed us the most was how deeply and genuinely they cared to get to know us and the aspects of our business that distinguish us as a solutions provider, as much as an employer. The conversations were designed to unearth deeper learnings and insights about our organization and what makes us “tick,” in order to better position and truly differentiate our company going forward and vis-a-vis our competitors.
After the discovery phase was complete, their team conducted several rounds of name generation during which we, together, reviewed scores of names that were supported by their team’s rationale. Another thing that really impressed us was the breadth of their creative work, which spanned a range of messaging territories and metaphoric categories, including a dedicated exploration of historic people, places, events specific to our country and where we’re headquartered. Without giving away too much about their process, they were really intent to discover and recommend names that not only speak to our business, but that resonate with us, personally, and on deeper emotional level.
Finally, they conducted trademark prescreening on all of our preferred names and made recommendations for which names to pursue and which to eliminate. And this was yet another aspect of their process that we understand to be different from other agencies in their space (having actually been down the road of working with another firm on renaming in the past). Again, I prefer not to reveal too much about their unique way of working, but they have an approach to trademark prescreening, the vetting of names for conflicts, that’s different, smarter, and more reliable than other agencies we’ve worked with.
Ultimately, we felt much more confident that their assessment of risk would align more precisely with our own attorney’s assessment of risk.
How many people from the vendor's team worked with you, and what were their positions?
Catchword is pretty sizable for a branding agency with a focus on name development—I think around 15 people, including account directors, strategists, creative namers, linguists, screeners, and others. However, we worked directly with one of the agency’s partners and a senior strategist. They were our primary points of contact throughout the engagement, but there was a creative lead and several creative personnel as well project managers and screening folk carrying out a range of work behind the scenes.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
Currently, we have several new company names in full legal review that we’re absolutely thrilled with! So, while we’re not over the finish just yet, we’re very close, and extremely grateful to Catchword for their stewardship and helping us get to this point. As their team knows, we’ve truly enjoyed this partnership and working with them on this initiative. It’s a hard, often emotional process getting to a new company name, and having the right partner in place is extremely important. Not only did Catchword do a stellar job developing great names and escorting us through this challenging process, they really cared about us and proved to be a partner in the truest sense of the word.
Describe their project management style, including communication tools and timeliness.
The best way to describe their project management style is extremely smooth. Communication was regular and timely but not unnecessary—reaching out, soliciting input, and providing updates when appropriate. They make use of Float, a project tracking software that provides visibility into the process and where they are at every step so we always knew where they/we were in the context of the whole project and what was coming up ahead. We always felt in the loop without feeling burdened by the process.
What did you find most impressive or unique about this company?
Well, I suppose I’ve answered this question elsewhere in my responses but, honestly, everything. It was great engagement. From the level of thought and dedication they demonstrated, to the depth and cleverness of their name ideas and the closeness we felt with their team, it’s hard to imagine another collaboration going as well. They have a reputation in the industry as the best at what they do and they certainly backed it up. We’d recommend them without reservation.
Are there any areas for improvement or something they could have done differently?
Nothing. Really well done, guys!
RATINGS
5.0
Quality
4.5
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Naming Strategy for 3D Printing Services Company
Branding
$50,000 to $199,999
Feb. - May 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"At every step, Catchword impressed me."
Dec 14, 2021
Director of Marketing, Shapeways
Rhonda Giedt
Manufacturing
New York, United States
201-500 Employees
Online Review
Verified
A 3D printing services company wanted to develop a new name for their digital manufacturing platform. They hired Catchword to come up with a strategy for naming the platform as well as its different components.
The company launched the platform and things played out better than they had hoped. Both the process and outcome exceeded the company's expectations. The company is no stranger to naming campaigns and to have so many options was a testament to the talent the Catchword team possessed.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I'm the Director of Marketing at Shapeways, a leader in advanced 3D printing solutions. Over time, the company has evolved its focus, from a B2C 3D printing resource for individuals and small businesses to a full-fledged, enterprise-level B2B 3D manufacturing provider.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
We engaged Catchword to develop a name for our digital manufacturing platform, a SaaS solution for our enterprise customers. In addition to a name for the SaaS brand, we engaged Catchword to help develop a strategy for how to name each of the different components (what we call “pillars”) of the brand, including a product to help our clients manage orders and pricing, one for fulfillment, and a third to assist with supply chain management.
SOLUTION
How did you select this vendor?
We identified 6 companies for our naming project. After initial discussions, we narrowed it down to 3 that presented their process and experiences. We selected Catchword from the final three.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword ran a full program, including a deep dive into our organization, our history, and our evolution into a B2B manufacturing provider. They examined our portfolio of products and services, assessed the competitive landscape, and provided guidance on name positioning and strategy with an eye toward distinguishing our SaaS from both a naming and branding perspective.
It was a considerable amount of up-front discovery work followed by stakeholder interviews and briefing meetings to level set and align on directions for the naming work. In terms of the creative work, they created what I believe was over a thousand names for the SaaS brand and conducted trademark prescreening on the names.
I especially appreciated the way they presented their work, in a graphical, marketing context that really helped us envision how exciting the names would be as brands
How many people from the vendor's team worked with you, and what were their positions?
My understanding is that the team included a range of both account and creative personnel, but our day to day contact was with Mark Skoultchi, one of the agency’s partners. Mark and I connected well during the RFP phase of the engagement and I found him to be a great partner, collaborator, and steward throughout the process.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
We launched Otto in October 2021 and it has gone great! The process and outcome really exceeded our expectations. Things played out even better than I could’ve hoped. Amazingly, we have several names for the SaaS that have garnered enthusiastic support from our executive team and passed legal muster.
I’ve been part of brand naming projects in the past, I know how challenging they can be (especially in the technology space, which of course is a very crowded business space), and to have so many well-liked, available name options at the end of this process is truly exciting and a real testament to Catchword, their team, and the work they do.
Describe their project management style, including communication tools and timeliness.
Workflow was smooth and seamless. Catchword is a highly responsive, dedicated, very personable team. They’re a wonderful group of people, excellent communicators, and extremely easy to work with. We got along great, both professionally and personally. They were very responsive to any questions we had along the way and helped us in every step of the process.
What did you find most impressive or unique about this company?
At every step, Catchword impressed me. From their initial deep dive into our organization to the killer creative they delivered, their team exceeded expectations and validated our decision to hire them. Top-notch naming agency.
Are there any areas for improvement or something they could have done differently?
Not at all. 100% happy.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding for Senior Home Company
Branding
$50,000 to $199,999
Apr. - Dec. 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"I can’t imagine a project going more smoothly."
Nov 30, 2021
Senior Vice President, Senior Home Company
Anonymous
Healthcare
Madison, Wisconsin
51-200 Employees
Online Review
Verified
Catchword is working on a senior home company's branding strategies. The client is in need of a holistic, company-wide name for an important new healthcare analytics platform.
The project isn't over yet, but Catchword has already impressed the client. They have built a legally-cleared, platform brand name that has come through design. The vendor also provides an incredibly responsive communication process and workflow.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m a Senior Vice President at a leading, integrated healthcare and senior living strategy, architecture, engineering and construction firm.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
We approached Catchword with a range of challenges. Firstly, we were in need of a holistic, company-wide naming strategy, including a recommendation for what inward– and outward– facing components of our organization should receive proprietary names, and what those names should be. In addition, we needed a brand name for an important new healthcare analytics platform.
SOLUTION
How did you select this vendor?
We did a fairly exhaustive search online, interviewed numerous agencies, and were ultimately most impressed by Catchword, their extensive experience in naming strategy and name development, and their portfolio of clients. In addition, and importantly, we felt the strongest personal connection to their team of people. Culturally, they felt like a very good fit—personable, authentic, relatable, etc. We trusted they’d do a really good job for us, and that they’d care about the engagement, devote the time and energy to it that we knew it required.
Describe the scope of their work in detail, including any steps and the final deliverables.
We’ve been working with Catchword since December of 2020 (so, about a year). They’ve led us through a two-pronged process of company naming strategy and platform name development including extensive stakeholder interviews, name and naming strategy development, strategy refinements, and final recommendations. They’ve served as an extension of our team as we’ve together explored and made decisions around what to name within our firm and how to name those things.
An overarching objective of the project was to understand how to use names and naming to reinforce our positioning and unique way of working, and to develop names that serve that purpose. They’ve been close and trusted partners throughout the process, which, as I mentioned, has been the better part of a year.
How many people from the vendor's team worked with you, and what were their positions?
We worked directly with Mark Skoultchi (Partner) and Erin Milnes (Director), though most of our dealings were with Mark. There was also a range of brand and naming strategists and creative namers that helped define and build out the naming strategy and develop the platform names.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
While the project isn’t entirely over yet (and our new names are not public), already our team (and in particular our key stakeholders), are thrilled to have gained so much clarity and alignment around what to name in our organization! In addition, landing on such a great, legally-cleared, platform brand name, and seeing it come to life through design, has been extremely exciting, and we can’t wait to begin marketing the product and talking about the name.
Describe their project management style, including communication tools and timeliness.
I can’t imagine a project going more smoothly. Catchword was incredibly responsive, on-time with their deliverables, highly communicative, and extremely easy to work with. A++ for project management.
What did you find most impressive or unique about this company?
It’s hard to say what was most impressive about Catchword. I suppose if I had to pick just one thing, I’d say their strategic business and branding acumen. They’re extremely smart, not just in the business of naming (though, of course, they excel in that space), but in their understanding of brand and business strategy more generally. They’re very sophisticated thinkers and problem-solvers, not just creative wordsmiths and language folk (though the names they imagined for our offerings and our analytics platform were extremely clever and along the lines of what you’d expect from a creative house!).
They attacked a fairly unusual and somewhat undefined naming and branding challenge (the “strategy” piece of our two-pronged engagement) with real strategic and creative energy and thought. And they were very articulate in explaining their reasoning along the way and getting us on board with their recommendations.
Are there any areas for improvement or something they could have done differently?
I really can’t think of any!
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Rebranding Services for Auto Refinancing Company
Branding
$10,000 to $49,999
June - Aug. 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They were extremely client-focused, highly responsive, often very strategic, and always super personable."
Oct 15, 2021
Sr. Brand Marketing Manager, Auto Refinancing Company
Anonymous
Financial services
Washington, District of Columbia
201-500 Employees
Online Review
Verified
Catchword was hired by a tech-enabled auto refinancing company to create a new name for their brand. The client's previous name was limiting, and that the new name should reflect their services better.
Catchword's guidance throughout the project resulted in an extremely positive outcome. Many of their drafts were what the client intended, and the chosen name ended up being fun to market. They provided a creative and personable workflow, as well.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I am the Senior Branding Manager at a tech-enabled auto refinancing company that helps drivers find better rates and reduce their monthly car payments. We’ve developed a secure, online platform that allows customers to easily pay off old lenders and even retitle their vehicles.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
For a few reasons, our company has decided to change its name. The primary reason, however, is that our current name suggests a more limited scope of services than we now (and into the future) plan to offer. The name is limiting—we need one that better reflects who we are, the offerings we provide, and is flexible enough to accommodate our growth and evolving service areas.
SOLUTION
How did you select this vendor?
We conducted a thorough search of naming and branding agencies, held interviews, spoke with numerous firms, and ultimately felt most comfortable and personally aligned with Catchword.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword conducted a full naming process including a deep dive discovery phase, multiple rounds of name creation and name reviews with our team, trademark and domain prescreening, and follow on counsel to help narrow the list to a shorter number for full trademark evaluation and domain negotiation/acquisition. All told, the project lasted about two months and was extremely smooth from start to finish.
How many people from the vendor's team worked with you, and what were their positions?
We worked directly with Mark Skoultchi, one of the agency’s partners, though there were a number of other people including several creatives, screeners, and support personnel contributing to the project. I would guess five or six people worked on and contributed to the project.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
I can say without hesitation that Catchword did an outstanding job on this project! Their guidance throughout the project, the creative name ideas they came up, their personable management style, all of it contributed to an extremely positive outcome—namely, multiple finalist names that cleared our lawyer’s review and that everyone on our team agrees reflects who we are as a company and will be extremely fun to market.
Describe their project management style, including communication tools and timeliness.
I don’t want to divulge specific processes or tools Catchword uses that their team might consider proprietary, but I am comfortable saying that we really just totally enjoyed working with Catchword! They were extremely client-focused, highly responsive, often very strategic, and always super personable.
What did you find most impressive or unique about this company?
Catchword is impressive on many levels, but if I had to choose just one I’d say their creativity and, in particular, the actual names they come up with! So many of the names made us smile, both because they were so personable and relatable (a quality we were going for in our new name) and also because of how surprising they were—i.e., they were ideas that we wouldn’t (and didn’t!) think of ourselves! And, at the end of the day, I think that’s what we were most hoping to get out of this sort of engagement—strong creative thinking and unexpected, smile-inducing names.
Are there any areas for improvement or something they could have done differently?
Nothing that I can think of. It was a great collaboration.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding Services for Diagnostics & Therapeutics Company
Branding
$50,000 to $199,999
Apr. - Sep. 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Mark and his team were wonderful. They were extremely responsive, highly knowledgeable, great partners and counselors."
Sep 3, 2021
Product Marketing AD, Diagnostics & Therapeutics Company
Anonymous
Healthcare
Boston, Massachusetts
10,001+ Employees
Online Review
Verified
Catchword had named a product for a diagnostics and therapeutics company. The project had involved defining messages, logo, identity, and packaging design.
The client's attorneys have cleared many of Catchword's chosen names and the final selected name has received overwhelming internal support. The name fits well for the brand as the partners finalize its identity before launching the product. The vendor has also been responsive and timely.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m the Associate Director of Product Marketing & Strategy at a Fortune 500 diagnostics and therapeutics company.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
Historically, our company has been focused on the B2B market. Recently, we identified an opportunity to develop a B2C platform and product offering and we hired Catchword to assist with name development. The project also involved positioning work to define messaging for the brand, as well as logo, identity, and packaging design.
SOLUTION
How did you select this vendor?
Found three companies online. Spoke with each and Catchword's overall value proposition was best for us.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword spearheaded name development and participated in the positioning and logo development phases of the process.
How many people from the vendor's team worked with you, and what were their positions?
Our main point of contact was with Mark Skoultchi, one of the firm’s partners, but there were numerous people who contributed to the project behind the scenes, including various strategists and creative associates.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
Our attorneys have cleared multiple names, all of which we like. Having been a part of naming projects in the past, I know how challenging they are, and what a great outcome it is to have so many name options to choose from following legal review. In addition, our final selected name has received overwhelming support internally, among not just our core brand team but our executive team as well. Already a huge hit, which bodes very well for the brand as we look to finalize the identity and roll out the product.
Describe their project management style, including communication tools and timeliness.
Mark and his team were wonderful. They were extremely responsive, highly knowledgeable, great partners and counselors throughout the project. Timelines were kept, nothing slipped, couldn’t have gone more smoothly.
What did you find most impressive or unique about this company?
Catchword impressed across the board. From their strategic counsel, to the outstanding, creative names they recommended, we are satisfied. They combine unparalleled branding and naming expertise with high-level creative thinking and super smooth project management, and we wouldn’t hesitate to hire their team again.
Are there any areas for improvement or something they could have done differently?
None
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding for Fintech Company
Branding
$10,000 to $49,999
Apr. - June 2021
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They’re truly experts in this field and it’s apparent when you’re working with them."
Jul 5, 2021
CEO, Fintech Company
Anonymous
Financial services
Dallas, Texas
1-10 Employees
Online Review
Verified
Catchword was hired by a fintech company to develop a new brand name. The team conducted a naming program, an audit, stakeholder interviews, multiple rounds of name generation, and trademark prescreening.
With their most favored name clearing the trademark evaluation, the client was extremely happy with the results of the engagement. Catchword's branding expertise and strategic approach allowed them to accurately represent the client's platform, services, and brand messaging through their new name.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I’m the CEO of a FinTech company empowering wage-earners with sub-prime credit to access fair credit and manage their money more effectively.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
For legal reasons, we’re in the position of having to change our company name. As such, we engaged Catchword to develop a new brand name for our company.
SOLUTION
How did you select this vendor?
We did a thorough evaluation of all the top naming agencies, interviewed each, and ultimately felt the strongest fit with Catchword. In particular, we appreciated their portfolio, how rich it is in company naming and renaming experience (especially among B2B businesses), and their process, which does a great job of balancing creativity and rigor. In addition, we connected well on a personal level with Mark, one of the agency’s partners, and Beth G., one of their creative directors.
Describe the scope of their work in detail, including any steps and the final deliverables.
Catchword ran a full naming program, including a thorough audit of our business, stakeholder interviews, multiple rounds of name generation and review, and trademark prescreening. We were extremely impressed with how efficient the process was, how the team managed to accomplish so much in just six weeks.
How many people from the vendor's team worked with you, and what were their positions?
We worked with directly with Mark and Beth though other team members contributed to the project, including other creatives and screeners.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
The process was an enormous success and we couldn’t be happier with the outcome! Ultimately, we submitted five names to our attorneys for comprehensive trademark evaluation and were thrilled when our most favored name cleared their review!
Having been through naming exercises before, knowing the challenges they present, my team and I could really appreciate how spectacular an outcome this was and is. Everyone’s smitten with the new name, excited to begin marketing it, talking about it, and building our brand around it.
Describe their project management style, including communication tools and timeliness.
Mark and Beth were wonderful partners and stewards and the process moved forward very smoothly.
What did you find most impressive or unique about this company?
We enjoyed every aspect of working with Catchword but I suppose what impressed me the most was the way their name ideas mapped so well to our intended messaging, and how clever the creative work was. There was this sense that the names could only have been created for us and our business.
It really felt extremely tailored to our platform, the benefits it provides to our customers, and our intended communication for the brand. On top of that, I guess we were all equally impressed by their level of expertise, how strategic and smart they were throughout the process. They’re truly experts in this field and it’s apparent when you’re working with them.
Are there any areas for improvement or something they could have done differently?
None
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Product Naming for Marketing Firm
Branding
$10,000 to $49,999
Apr. - June 2020
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Catchword steered the team to stay open and consider what we chose and what served as an excellent brand name."
Jul 2, 2021
Interim Brand Director & Consultant, Marketing Firm
Kimberly Anderson
Other Industry
Santa Clara, California
1,001-5,000 Employees
Online Review
Verified
A marketing firm hired Catchword to develop a unique and trademarkable name for an end client. The firm wanted the name to work with a semiconductor company's existing product portfolio.
With immense patience and competitiveness, Catchwood took their time to create a simple but world-class name that fit the end client's needs. Their decades of experience became apparent with their ability to establish parameters and themes. They also explained unfamiliar concepts well to the client.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I am a brnd consultnat serving in a global branding director role with a well established semiconductor company in Silicon Valley.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Catchword, and what were your goals?
We needed to develop a unique and trademarkable name for an upcoming product launch, one that is core to the business. Our goal was to develop a name that worked with the other names already in the product portfolio and with the company masterbrand, and also signal a different line and type of product. It needed to be unique and defensible, and work globally.
SOLUTION
How did you select this vendor?
I've worked with Catchword on a number of prior projects and know how good and reliable they are. We did look at other companies in the purchasing process as is the practice at this large enterprise company, so while they were the preferred vendor by me, they had the meet the criteria of the purchasing department as well. They submitted a proposal as well as examples of past work, and it was clear that they were a great value as well as a great solution.
Describe the scope of their work in detail, including any steps and the final deliverables.
The project started with interviews with individuals and groups of individuals to understand the overall goals of the naming proecss and what success would look like. From there, Catchword developed a brief that captured the main themes, concepts and the constraints that needed to be considered when developing and choosing the final name. The team reviewed the brief, confirmed and approved it and from there, Catchword started to develop the first round of names generating hundreds to consider.
They presented a first round of names from the list of those that had been screened lightly for viability, and reviewed and received feedback as to what worked, what were not quite right and to understand what direction they should focus on in the second round of name generation. They took the feedback, confirmed the focused direction and generated a second round of names focusing even further into the main themes. These names were vetted in a Google search and assessed to match the overll objectives before presenting for final review.
The team then reviewed and identified our top picks to take to our legal team and put through a final search, realizing that until they have gone through our legal search, we would not be able to identify final candidates that could be trademarked. Catchword provided an excellent range of name candidates focused on our objectives which allowed us to find one that met all criteria and through legal search.
How many people from the vendor's team worked with you, and what were their positions?
Two people directly. One of the co-founders and a project lead. There were many people behind the scenes that also were instrumental in developing the list of names.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
In addition to wanting a needing a global name that would be unique and defensible from a trademarking standpoint, we wanted something short and simple that could hold meaning and be an empty vessel to place marketing onto for narrative. Since there is no way to assure that a name will pass legal searches and the registration process, you need a number of names. Catchword generated a number of candidates that gave us a range as well as the security of having options if during the registration process a name received too much opposition for it to be used.
Catchword was also incredibly patient with the team in helping to understand the naming process and how to open their minds to options. Engineers are often very literal and have a hard time seeing the potential in the names. Catchword steered the team to stay open and consider what we chose and what served as an excellent brand name.
Describe their project management style, including communication tools and timeliness.
We scheduled inperson and onsite meetings based on the avaialbility of the team to come together for the R1 and R2 reviews as well as the download session. Catchword provided review decks for the creative brief as well as the follow on for the name review rounds for the team to review and comment on. I served as the clearinghouse, gathering the feedback, and sent the instructions and decks that I passed along having received them in emails. Meetings were established based on our schedules and needs and Catchword was extrenely responsive and flexible in meeting our timing. They hit each deadline that they provided based on the projected timing from the start.
What did you find most impressive or unique about this company?
The combination of decades of experience in naming that they bring to each project, to both guide the group in how to establish the parameters and themes that would generate the best results, as well as the coaching and mentoring that also was needed to help those that are not familair with the naming process to be able to get the most out of the experience. I also appreciate the background of key individuals, with linguistic and marketing backgrounds that add to the capabilities and insights.
Are there any areas for improvement or something they could have done differently?
They were thoroughly professional and delivered on everything that we asked and expected and even more.
RATINGS
5.0
"They are everything that they claim to be and produce excellent results. I will always use Catchword."
Quality
5.0
Service & Deliverables
"They delivered everything we needed in a timely manner, responded and provided everything we asked and did so professionally and with a smile."
Schedule
5.0
On time / deadlines
"Very responsive and very communicative"
Cost
5.0
Value / within estimates
"VERY affordable and good value. We looked at other companies and they were significantly more for the same output and quality."
Willing to Refer
5.0
NPS
"Already do, and I work with them whenever I have the need.
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