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.
Catchword's services range from $10,000 to over $200,000, providing excellent value for cost. Clients praise their thorough process, creativity, and responsiveness, often resulting in multiple viable name options. Their project management is consistently described as organized and effective, ensuring timely delivery of quality work.
Catchword is highly praised across multiple reviews for their expertise in naming and branding. Their team is capable of developing creative, unique, and effective names that align with client objectives and stand out in competitive markets. This skill is highlighted in projects involving diverse industries, from technology to healthcare.
Comprehensive Naming Process
Catchword's naming process is thorough and well-structured, involving multiple rounds of ideation, stakeholder input, and trademark screening. Their methodical approach is appreciated by clients, who feel confident in the robustness and legality of the final name choices.
Positive Client Feedback
Across various reviews, clients express high satisfaction with the outcomes of their projects with Catchword. The names and branding solutions provided often exceed client expectations, leading to successful brand launches and positive market reception.
Creative and Strategic Naming
Clients highlight Catchword's ability to balance creativity with strategic thinking in their naming projects. The names they develop are not only innovative but also strategically aligned with the client's brand and market positioning.
Collaborative and Responsive
The team at Catchword is frequently described as collaborative and responsive. Clients value their willingness to listen, adapt to feedback, and involve stakeholders throughout the process. This responsiveness contributes to a positive and productive working relationship.
“They had a defined, result-driven approach to name development and branding.”
Mar 2, 2018
Owner, Go Mobile Flooring
Thais Sousa
Construction
Tampa, Florida
11-50 Employees
Online Review
Verified
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.
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.
The client submitted this review online.
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.
RATINGS
5.0
Quality
5.0
Service & Deliverables
"They provided names that reflected our original intention covered in the scope of work."
Schedule
5.0
On time / deadlines
"They were always on time."
Cost
5.0
Value / within estimates
"It was reasonable and competitive. We were satisfied."
Willing to Refer
5.0
NPS
"Absolutely.
Name Generation for German Independent Naming Agency
Branding
$200,000 to $999,999
Jan. 2005 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“They’re my best partner.”
Feb 26, 2018
Managing Director, Key Creative
Werner Brandl
Advertising & marketing
Germany
1-10 Employees
Phone Interview
Verified
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 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.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
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.
RATINGS
5.0
"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."
Quality
5.0
Service & Deliverables
"The product outcomes are excellent. Everything is done as it was agreed upon."
Schedule
5.0
On time / deadlines
"If I set something up with them, it’s done at that time."
Cost
5.0
Value / within estimates
"They’re good value for their money. The results are worth what I spend."
Willing to Refer
5.0
NPS
"I would recommend them.
Product Naming for Chewing Gum Line
Branding
Confidential
Jan. - Feb. 2018
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Catchword provided concrete suggestions and cautions."
Feb 14, 2018
Owner, Linda Liguori Brand Naming
Linda Liguori
Consumer Products
Milan, Italy
1-10 Employees
Online Review
Verified
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.
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.
The client submitted this review online.
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.
RATINGS
5.0
"Both I and my client are satisfied."
Quality
5.0
Service & Deliverables
"They offered excellent creativity and linguistic knowledge."
Schedule
5.0
On time / deadlines
"The process saved me lots of time."
Cost
5.0
Value / within estimates
"Their pricing is consistent compared to the market average."
Willing to Refer
5.0
NPS
"They are willing to help and generous with their time.
Name Generation for Insurance Services
Branding
$50,000 to $199,999
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Catchword delivered high-quality naming recommendations that merged our strategic and creative objectives."
Nov 8, 2017
Chief Experience Officer, Group One Thousand One
Andres Barragan
Financial services
New York City, New York
501-1,000 Employees
Online Review
Verified
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 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.
The client submitted this review online.
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.
RATINGS
5.0
Quality
5.0
Service & Deliverables
"They were high-quality, on-brand, on-strategy, and had on-time deliverables."
Schedule
5.0
On time / deadlines
"Project deliverables met timelines, there were no delays."
Cost
5.0
Value / within estimates
"Great value vis-a-vis fees, consistent with cost estimates."
Willing to Refer
5.0
NPS
Naming for Brand Design Agency
Branding
$50,000 to $199,999
Nov. 2016 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Catchword is grounded, professional, and values working as a team."
Oct 19, 2017
VP of Client Services, Enlisted Design
Carleen Bell
Design
Oakland, California
11-50 Employees
Phone Interview
Verified
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.
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.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
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.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
"They're worth what they charge."
Willing to Refer
5.0
NPS
Renaming for Human Resources Company
Branding
$10,000 to $49,999
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They valued our business. We felt appreciated and heard."
Oct 18, 2017
Chief Strategy Officer, Enhancv
Vesselina (Vessy) Tasheva
Information technology
Dublin, Ireland
11-50 Employees
Online Review
Verified
Brand perception survey results led to the onboarding of Catchword to help a human resources company reposition their brand with the creation of a new name. They will create a tagline next.
Catchword is an expert in the naming game. They provided over 2,000 names for consideration, with five viable options submitted for legal screening. Smooth communication with their team meant for perfect timeliness and coordination throughout the project.
The client submitted this review online.
BACKGROUND
Introduce your business and what you do there.
I am the chief strategy officer at Enhancv. I take on projects with a huge impact on the company such as our pricing research and strategy, introducing Jobs-To-Be-Done and Kanban as best practices, evaluating our current brand perception and creating our repositioning and rebranding strategy.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Catchword?
After our brand perception survey, we identified a number of problems with our name and the perception of the brand among our own users. We decided to do a complete rebranding, starting with the name. This effort will be followed by a complete rebranding and is a critical part of our repositioning efforts.
Our goals were to reposition our brand and change the perception about our company.
SOLUTION
What was the scope of their involvement?
We provided a detailed brief with objectives, criteria, how we are perceived and where we want to be positioned (along with data from the brand perception survey). We gave Catchword a history of the company, an explanation of our products, and basically everything they could think of.
First, we had an intro call where we both presented ourselves. The second call went more into depth of the brief - think about it as a debrief. Catchword really appreciated the detailed brief and dug into it seriously, unlike many other agencies.
Once we selected Catchword as our provider, we started with a discovery conversation on what type of name we were looking for, including the way it has been composed - whether we wanted a made-up word or a real word or a mix, etc. Then we had the first round of names where we spotted a lot of great names. Its purpose was more to get a feel of what we relate to or not. The second round of names was even more on brief. Then we shortlisted the names to ones that our team liked.
We then did a comprehensive legal screening of those names. After that, we did a linguistic and cultural screening. At the end, we did an exploration of the domains. Now, we are filing for trademark registration. The next step will be for Catchword to create a tagline for us.
What is the team dynamic?
We worked directly with Mark [Skoultchi, Principal, Catchword] on the naming. We didn't interact with the rest of his creative team. I liked that because he's the unique combination of a creative and business mind. Leena [Mehta, Project Manager, Catchword] is a cultural and linguistic expert and we worked directly with her on that component of the naming process.
How did you come to work with Catchword?
I evaluated the naming agencies on the market. I reached out to eight agencies in the US and Europe. I had calls with seven of them. At the end, I had two shortlisted and picked Catchword as they were a culture fit for us. We appreciated the way they talked, formed pricing, and the way they managed our anxiety that we might end up not finding a name.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
They created 2,000+ names. Of those, they had shortlisted about 50 in the first round and about 70 in the second round. Our group of decision makers (three co-founders, our Creative Director, and me) liked 15 of those. Then we shortlisted five that went for full legal evaluation. Then we picked two names for cultural and linguistic screening. This week we are filing one of those names, plus a variation of it for trademark registration in the US. Now they are working on a tagline for us.
How did Catchword perform from a project management standpoint?
We stuck to the timing they had presented with no delays and that was due to the smooth and effective communication we had.
What did you find most impressive about them?
The patience and respect they had towards us was the most impressive part of working with Catchword. They valued our business. We felt appreciated and heard. That's how they succeeded in meeting our business needs.
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
Naming for Private Wealth Management Firm
Branding
$10,000 to $49,999
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“They are among the very best business partners we have ever worked with.”
Sep 18, 2017
Managing Partner, Blair Hall Advisors LLC
Tom Gerson
Financial services
Seattle, Washington
1-10 Employees
Online Review
Verified
From beginning to end, Catchword led the naming effort for a private wealth management firm, taking only several weeks for the project to be complete.
Even for a smaller project, Catchword delivered around 400 names for consideration. The new name selected in the end has a perfect look and feel and has already been a huge support for the firm’s recent growth.
The client submitted this review online.
BACKGROUND
Introduce your business and what you do there.
Blair Hall Advisors, LLC is a private wealth management firm. I am the managing partner.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Catchword?
As we were forming, we needed to choose the name of the firm.
SOLUTION
What was the scope of their involvement?
We did a “beginning-to-end” naming project to pick the name of our firm.
What is the team dynamic?
We worked primarily with one member of the creative team, and a few other team members contributed behind the scenes.
How did you come to work with Catchword?
I’d known of Catchword’s work and reputation for many years. The creative director/head of the firm, Maria Cypher, went to the same business school as I did. We were a year apart and her reputation among my classmates and hers was outstanding.
How much have you invested with them?
Our project cost in the low tens of thousands of dollars.
What is the status of this engagement?
The project was nicely quick, taking just several weeks to complete.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
The result was our firm name. We have been incredibly happy with it. The name has a good “story,” a nice “feel,” and we like how it looks and sounds. It has supported our fast, high-quality growth.
How did Catchword perform from a project management standpoint?
Project management was excellent. Whatever tools were used were behind the scenes and did not impose on us at all.
What did you find most impressive about them?
They are among the very best business partners we have ever worked with. Catchword is extremely committed to quality, energetic, responsive, thoughtful, original, and diligent. The engagement was exactly what we were hoping for and more. We even looked at about 400 different names in our small project.
Are there any areas they could improve?
I have no constructive criticism at all. Catchword should just continue doing things as they have been.
RATINGS
5.0
"They delivered a flawless consulting experience with a result that has been perfect for us."
Quality
5.0
Service & Deliverables
"Our name has worked fabulously well for us."
Schedule
5.0
On time / deadlines
"We completed every phase on or ahead of schedule."
Cost
5.0
Value / within estimates
"We were charged exactly what we were told the price would be."
Willing to Refer
5.0
NPS
"Because the combination of results, process, creativity, and value was so excellent.
Product Naming for Meat Brand
Branding
$10,000 to $49,999
May - June 2017
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"They were extremely responsive, a pleasure to work with, and clearly dedicated to the success of our project."
May 24, 2017
Director, CPG Meat Company
Anonymous
Food & Beverages
Chicago, Illinois
201-500 Employees
Online Review
Verified
Catchword produced exhaustive name options for a new product line. Their process involved several meetings and follow-up for analyzing results. The work has concluded, but they still offer occasional input.
Catchword’s output and quality surpass expectations. Their ability to produce a variety of distinctive names is remarkable, laying the path towards the right one while providing insight into their reasoning. They also accommodate to tight timelines and remain willing to provide further guidance.
The client submitted this review online.
BACKGROUND
Introduce your business and what you do there.
I am the director of innovation for a large, privately-held, processed meat brand. We are in the process of introducing a new snack.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Catchword?
We developed an innovative, meat-based snack product. It’s currently still in development and I’m not at liberty to discuss details, but I can say that the product line will be an alternative to other protein snacks and convenient snack options. We engaged with Catchword to develop a range of name options for it.
SOLUTION
What was the scope of their involvement?
We asked them to create a new brand name. Catchword went through a wonderful process which got us a fast, high-quality list of alternative names. We were happy with the results, and have been able to take a number of them to tests.
We had multiple meetings, and Catchword was meticulous in setting up an initial one for understanding the scope of the project. They asked a lot of good questions and had at least 2 follow-up conversations where they gave us advice on how to interpret the results. Catchword also helped me pick which ones should be tested.
We worked with Mark [Principal & Project Lead, Catchword] primarily, but there was a whole team in the backend. They offered to provide other marketing services, but we didn’t need anything else.
How did you come to work with Catchword?
I looked at a number of agencies online. Out of all the options, Catchword’s process best matched what we were looking for. They were also responsive, and more importantly, were a branding-focused agency, not just doing naming work as a sideline.
How much have you invested with Catchword?
The cost of their work was in the lower end of $10,000 to $50,000.
What is the status of this engagement?
We started working with Catchword in May 2017. The project took two weeks to complete.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We have identified approximately 40 great names to test with our consumers. The amount and quality of creative work developed by the Catchword team have just completely exceeded our expectations. When we made the decision to hire a naming agency, we expected to discover some new and creative name ideas that we couldn’t conceive internally, but we never thought we’d complete this process with scores of unique, exciting, and clever brand names for our product line. Put simply, the Catchword team has blown us away.
We have actually gone through 3 rounds of testing with a Nielsen testing program in order to narrow options down to a final name. Out of that, we’ve received several very good scores.
What did you find most impressive about Catchword?
Catchword was extremely accommodating, developing a customized process to address our constrained timeline. Working in a way that I understand is unconventional for them, they completed 2 quick rounds of naming work in just over a week and walked us through their preferred ideas providing expert perspective and rationale for their recommendations. They were extremely responsive, a pleasure to work with, and clearly dedicated to the success of our project.
Mark has remained available to us and is willing to provide additional thoughts and guidance as we take the new name down the path. He has gone above and beyond what the contract called for.
RATINGS
5.0
"I can’t imagine a better outcome and a better naming partner."
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
"They didn’t miss a beat and completed the project within our extremely tight timeline."
Cost
5.0
Value / within estimates
"Without a question, Catchword offers amazing value."
Willing to Refer
5.0
NPS
"I would definitely refer a friend or colleague to Catchword for brand naming help. If and when my team has another brand naming challenge, I’ll certainly be reaching out to them myself.
Naming & Identity for e-Commerce Company
Branding
$50,000 to $199,999
Apr. - June 2015
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“Catchword comes up with names that are emotive, thoughtful, and surprising.”
May 15, 2017
Principal & Creative Director, Thermostat
Shawn Rosenberger
Design
San Francisco, California
1-10 Employees
Online Review
Verified
A subcontracted team from Catchword helped develop a new brand identity. They suggested potential names for a lifestyle service, guided the selection process, and handled legal concerns.
The chosen name is unique and memorable, which is attributed to the team’s creative and strategic input. The brand identity from Catchword inspired subsequent marketing efforts. Other highlights are a seamless transition process and experience in registration procedures.
The client submitted this review online.
BACKGROUND
Introduce your business and what you do there.
Thermostat is a brand design consultancy. Our expertise is in emotive brand identity and package design for start-ups to industry leaders. We help our clients craft brand stories and bring them to life in retail, online, work, and home settings. We create market shifts and brand advocates.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Catchword?
Catchword and Thermostat teamed up to create a new brand for a leading e-commerce company that was looking to launch a new service and offering. Initially, the company would do so under the parent brand, and then eventually the brand would live on its own. The new brand was meant to be more lifestyle focused, targeting a higher net worth shopper. This shopper wanted to find deals on exciting products for themselves or for giving and sharing with friends. At the same time, the brand still had to be fun, exciting, and relevant to many.
SOLUTION
What was the scope of their involvement?
When Catchword presented the names for this company, there were many good options. A few stood out and the client had a hard time deciding which ones to move forward with into the final stage. Catchword helped them through this process so that they made a strategic decision, instead of having a beauty contest. The resulting name was great and opened up so much opportunity for the identity. It was simple, unique, yet familiar. The name helped us create a story and visual cues that led to a fun and exciting identity.
Throughout the project, Catchword worked with the client with their brand naming process. They kept us updated and involved, and we received relevant information. Therefore, we had a seamless transition when they finished their work and it became our turn to create the identity. It was as if we were one company.
What is the status of this engagement?
We have worked with Catchword on other projects. They have always been key in starting the foundation for building a strong brand identity through their creative brand naming and strategy work.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We have worked with Catchword on a few projects. We are always amazed at the brand names they come up with and the strategic thinking behind them. Every experience with their Oakland or New York office has been a pleasure. They are a great group of people to work with. While working with Catchword on these projects, we have also learned a lot about the legal and registration hurdles that a brand must go through. They also handle those concerns.
What did you find most impressive about Catchword?
The projects we have worked on with Catchword names have always been a great springboard for our work. Catchword comes up with names that are emotive, thoughtful, and surprising, which make us excited to work on these brands.
RATINGS
5.0
"They are a creative group of people and pleasure to work with."
Quality
5.0
Service & Deliverables
"They are consistently creative every time we have worked with them."
Schedule
5.0
On time / deadlines
"They provide a thorough schedule. They know what obstacles may arise and how to overcome them."
Cost
5.0
Value / within estimates
"They charge the market rate. They are worth the value they create for a company."
Willing to Refer
5.0
NPS
"Yes, I highly recommend Catchword.
Naming for Risk Management Platform
Branding
$10,000 to $49,999
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"Their process is the ideal combination of smart naming strategy and tremendous creativity."
Apr 17, 2017
Founder, Prudent Pedal
Jeff McKay
Advertising & marketing
Chicago, Illinois
1-10 Employees
Phone Interview
Verified
Catchword led the client through an extensive name strategy process, involving multiple phases and rounds of name development until they reached both a creative and logical outcome.
Even before a contract was signed, Catchword's dedicated team of professionals took the time to understand their client's business and their naming objectives. Their friendly and collaborative nature makes the naming process seamless and enjoyable.
A Clutch analyst personally interviewed this
client over the phone. Below is an edited
transcript.
BACKGROUND
Introduce your business and what you do there.
Prudent Pedal is a strategic marketing consultancy that provides counsel to medium and large professional services firms. We engaged Catchword to develop a naming strategy and platform name for a large financial services client of ours.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Catchword?
Our client was rolling out a risk management platform that combines the industry’s largest risk information database, deep analytics, fully integrated applications, industry leading collaboration tools, and a revolutionary information network. The challenge was twofold: first, to develop a future-proof strategy for naming the platform and its component parts and, second, develop a dynamic, actionable brand name that pairs well with the company name, a lockup with the corporate moniker being the likely brand architecture.
SOLUTION
What was the scope of their involvement?
Catchword led Prudent Pedal and our client’s senior executives through an extremely thorough and exciting name exploration that included a thoughtful naming strategy phase, two rounds of extensive name development, and multiple presentations of work product. It was a truly inspired and stimulating process that combined solid naming strategy and creative ideation, ultimately providing our client with a wide range of original, unexpected platform name ideas.
How did you come to work with Catchword?
I only work with professional services firms through referrals. A friend of mine came to work at our company and he had worked with Catchword when he worked at McDonald's. He recommended them hands down. I called Mark Skoultchi when I was with Genworth Financial and I immediately liked him. He was straightforward and laid out a process that was very clear and succinct. What I really liked about him and why I chose to work with him was because he asked great questions and tried to understand what I was trying to achieve as a CMO instead of just giving me the answers. He was very deliberate in understanding our business and did that before we even signed a contract. I subscribe to the idea of "how you sell me is how you serve" and he was definitely that way.
What is the status of this engagement?
The engagement lasted two months. Catchword was every bit as good as I thought they would be.
RESULTS & FEEDBACK
Could you share any evidence that would demonstrate productivity, quality of work, or the impact of the engagement?
The name was not something we set out to measure. It was much more qualitative in that we needed to determine if we liked it, if it was different and catchy, and if it fit into our brand architecture. That was the way we evaluated what was presented.
How did Catchword perform from a project management standpoint?
They were excellent. Mark did a phenomenal job. They lay out the process really well and you get exactly what you would expect. This project was exceptionally well managed because even though it was a larger project, Mark jumped right in and understood how I was working with the client. He was a great partner in that regard. The client was a big organization and there were questions around who the players were and how the name was going to fit in with the corporate side of things. Mark factored that into the project management about building consensus and managing downside risk. It was really good. He was on time and on budget. I don't have any complaints.
What did you find most impressive about Catchword?
I would highly recommend Catchword to any company needing brand name development services of either a strategic or creative nature. Their process is the ideal combination of smart naming strategy and tremendous creativity. And, their unique approach to name ideation (which they call “Quantitative Creativity”) leads to literally thousands of name options, from which they present you with only the most outstanding names from their generation. It practically guarantees that the names you review with them will be unique, interesting, eye-opening and compelling. And, they really take the time to understand their client’s business, including its market, customers, product portfolio, and overall business and branding objectives for the brand. Because of this, the names they come up with are not just super interesting, clever and “creative”, they’re truly suitable–names that really make sense for your brand.
Lastly, their team is a complete pleasure to work with. They're friendly, easy-going, collaborative, and very client-centric. They seem to really care about the project outcome and their client’s satisfaction with the work, including the process and the resulting name ideas.
Are there any areas Catchword could improve?
I've never met Mark in person. All of our work has been over the phone but I've formulated such a great relationship over the phone that I have no hesitancy whatsoever to recommend them. I tell people that even though he's located in New York, they don't have to worry about that. It's flawless. There's no need to worry about the expense of travel and other agency fees. Mark just gets it done from his office which is really cool.
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
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