Where Powerful Brands Begin

We create names for companies large and small, from names announced by Richard Branson and Bill Gates, to names for startups in Yoga Wear, Premium Vodka, Biopharma, Apps, Autosteering, Artificial Intelligence and Virtual Reality.

We're equally at home naming computer processors for smartphones and the premier resort hotels in Las Vegas.

And absolutely everything in between.

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2002
Show all +
Sausalito, CA
headquarters
  • 3020 Bridgeway Blvd, 360
    Sausalito , CA 94965
    United States

Portfolio

gogo  Image

gogo

When Aircell was ready to name this revolutionary new service, they hired Igor to make it happen. The name had to be memorable, fun, short, universally known, easy to pronounce, and map to both travel and Internet connectivity. After project takeoff, we carefully considered hundreds of names, and boiled the positioning of the service down to its essence: mobility (email at 500 mph!), connectivity, and fun. By the time the

project had landed, we had the perfect name: Gogo.
TruTV Image

TruTV

Igor was hired to create a new name for Court TV, which is… truTV. This excerpt from the official press release tells the story best:

"As part of an extensive branding initiative that will also include a new look, new logo and expanded line-up, COURT TV® is about to become truTV. This new name reflects the network’s popular line-up of series that offer first-person access to exciting, real-life stories, according to the

announcement today by Steve Koonin, president of Turner Entertainment Networks.
WHOOP Fitness Tracker Image

WHOOP Fitness Tracker

XOsphere hired Igor to re-name them to Whoop! Time Magazine: "Over in the NBA, where WHOOP is still illegal, players like the Clippers’ DeAndre Jordan are stuffing the sensor under their wristbands to get an edge. These professional athletes are strapping the WHOOP (rather than a Fitbit or Apple Watch) to their bodies because it provides an

enormous amount of data on their performance day and night, in pre-game warmups and during post-game recovery." 
Aria Hotel Image

Aria Hotel

The name "Aria", from the world of opera ("an elaborate song for solo voice"), perfectly captures the sense of art and elegance that this resort represents, and maps to the concept of a performance by a star that is nonetheless part of an ensemble. The 61-story Aria Resort & Casino is the central feature of the CityCenter development, a 16,797,000 square feet

mixed-use, massive urban complex on 76 acres located on the Las Vegas Strip.
Ventrix  Image

Ventrix

The name Ventrix is simply a contraction of Vent Matrix. Simplicity is essential when creating an invented brand name. Presented in context, invented names need to resonate immediately with the target audience. And while the end result is efficient, effective & elegant, the process of finding a name that could be granted trademark worldwide in the most crowded category, and look, sound and feel like a technology ingredient

brand, requires creativity, experience and trademark savvy.
Spree VR Image

Spree VR

Named Holodeck VR when they engaged us, they had a name borrowed from Star Trek. It gave the false impression that they specialized in sci-fi VR experiences, and presented trademark issues in parts of the world. A further concern was that other VR companies and the press were using the term 'holodeck' generically.

They hired Igor to find a new name that was active, exciting, memorable, genre neutral, and available to

trademark worldwide.
Hasbro Image

Hasbro

Hasbro needed a name for their kid-targeted web destination, serving up online games, programs and activities across various consumer segments and brands.

The name had to appeal to a range of kids, from 4 to 8 year-old boys and girls to Tweens aged 9-12, but still work for the secondary audience of Preschoolers aged 2-4. Hasbro wanted a name that would transcend the virtual. Monkeybar is the perfect name to communicate

place for kids to come to play in, on and around. The fact that Monkeybar was available to trademark worldwide in the crowded space of games, toys & video sealed the deal. While finding a powerful name that can be trademarked globally is tricky, you really just need to know where to look.
Freestyle EA Sports Image

Freestyle EA Sports

The EA SPORTS division of Electronic Arts hired Igor to name a new sub-brand aimed at a growing, more casual sports gaming audience. The new brand will feature games that, while based in sports, will be playful, inclusive, casual, and easy to pick up and play for kids and parents, women and men, and casual and hardcore sports fans of all ages. From an 

article about the new brand in Adweek:

Known for its realistic sports games -- thus the tagline "It's in the game" -- EA Sports has a rabid following with core gamers. However, as the gaming audience has widened, EA Sports has realized so must its title offerings.

"We've been delivering world-class simulated sports entertainment for two decades," said Peter Moore, president of EA Sports, Redwood City, Calif. "But, we've seen the growth of Nintendo Wii, in particular, as well as more casual games. We knew we had to look at different ways to talk to consumers." …

EA Sports Freestyle games will be "about fun, inclusiveness, cooperation and suspending the normal rules associated with sports video games," according to the company."

Neoverse Image

Neoverse

Forbes, February 2019: "Welcome to Arm’s Neoverse. This is not The Matrix, but it is a new era for Arm in datacenters. Neoverse is most closely comparable to an Intel Skylake CPU generation of Intel Xeon processors. It's designed for high throughput and is the first

mainstream Arm core to offer multiple threads."

Neoverse is a paradigm shift in processing capability, creating singularity and a new computing universe from Cloud to Edge .

Seven software company Image

Seven software company

SEVEN's founder and CEO Bill Nguyen explains the appeal of the name in The New York Times Sunday Magazine:

Seven's abstract, slightly mystical quality, Nguyen reasoned, was the essence of its appeal. "It has so many different connotations," he says. "Seven Wonders of the World, seven days of the week, on the seventh

day God rested. It's the number of perfection, the good-luck number. There's also a data language in the telecom industry called SS7, which the companies we deal with will appreciate."

 

Cutthroat Kitchen Image

Cutthroat Kitchen

Food Network TV Show Name 

Hosted by the legendary Alton Brown.

Reviews

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Branding for Biotech Startup

"They communicate very well at all stages of the project."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
June 2016 - Jan. 2017
Project summary: 

Igor Naming Agency worked on the creation of brand architecture, brand name creation, and establishing the process for registering the brand in selected global markets for a biotech startup.

The Reviewer
 
51-200 Employees
 
Santa Monica, California
Philip Rollinson
Executive VP, Biotech Startup
 
Verified
The Review
Feedback summary: 

Igor Naming Agency's work has contributed to high brand recognition in key markets. Providing an effective workflow, they had excellent weekly communication skills and were very creative. The team cares that the name fits the product and the customer feels a connection.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

The company is a biotech startup founded in 2013 by three former Caltech PhD's. The company creates innovative safer alternative products for pest control in major arable crops with global applications. Philip Rollinson (now retired) held the position of Executive Vice President with Provivi from August 2016 to March 2020 responsible for sales and business development.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

The first time that I engaged Igor was in the naming of a portfolio of new products for DuPont Crop Protection during the first decade of the century. They did an outstanding job as a result of their thorough understanding of customer values, product benefits and corporate branding standards. I had no hesitation therefore in asking Igor to work with our company in the creation of its brand architecture, brand name creation and establishing the process for registering the brand in selected global markets.

What were your goals for this project?

To develop an appropriate portfolio brand architecture To create brand names reflecting target market customer values To provide guidance regarding legal requirements for establishing the brands in key markets

SOLUTION

How did you select this vendor?

As a result of previous very positive experience with Igor.

Describe the scope of their work in detail.

After an initial briefing, we had an in depth review of the products - what they do, how they work, the major impact of the products and the associate soft benefits. We then discussed the application of the products - target markets, customer needs, values and behaviours, sources of value for the customer. We had different customer groups in B2B and B2C which required a differentiated approach. And channel partners to consider which necessitated thorough understanding and documentation. The final deliverable was to create a brand architecture for the portfolio.

What was the team composition?

We worked directly with Steve Manning the CEO.

RESULTS & FEEDBACK

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

Products are being launched now so it is still early to tell but brand recognition in key markets is already high.

How effective was the workflow between your team and theirs?

Excellent weekly communication between myself and Steve Manning.

What did you find most impressive about this company?

Igor is very creative. They communicate very well at all stages of the project. Steve Manning makes every effort to understand the needs of the client, the customer is and how to make impact through the brand. A very good experience and company to work with. Steve really cares that the name fits the product and that the customer will feel connected to it.

Are there any areas for improvement?

None

5.0
Overall Score Always my first choice
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Igor ensures regular communication with the client
  • 5.0 Cost
    Value / within estimates
    Competitive and good value
  • 5.0 Quality
    Service & deliverables
    Creative, available, thorough and attentive.
  • 5.0 NPS
    Willing to refer

Branding Services for LCD Tablet Manufacturer

"Their translation of our desires to an end product that matches the positioning initially desired was impressive."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
June - Oct. 2019
Project summary: 

Igor Naming Agency offered branding services to help name a new product and product line. This involved brand positioning, a creative analysis, global trademark screening, and multiple iterations of names.

The Reviewer
 
51-200 Employees
 
Kent, Ohio
Joel Domino
President & CFO, Kent Displays Inc.
 
Verified
The Review
Feedback summary: 

The product will launch next month, and stakeholders anticipate it will be successful. They maintained a straightforward, clear workflow throughout the project.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am President of Kent Displays. We manufacture consumer LCD writing tablets and other writing products under the brand name of Boogie Board. I am responsible for legal and financial operations of our company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

Naming of a new product and new product line.

What were your goals for this project?

A typically simple great name that Igor has done for mus in the past (starting in 2009, this is the third major project handled expertly by Igor.

SOLUTION

How did you select this vendor?

For this latest project I asked for a quote and since it was the same price as the one we did with Igor several years previously we didn't need to get competitive quotes based on the price and the level of work we have received previously, for a small company (under $50 million in revenue) the time to search is valuable and not having that RFQ process helped speed up as well as preserve our precious time.

Describe the scope of their work in detail.

A complete naming job. Brand positioning, competitive analysis, global trademark screening, multiple rounds of names narrowing to the final name.

What was the team composition?

Steve Manning and several support staff and analysts.

RESULTS & FEEDBACK

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

We are launching the product next month with intial success looking great at our current pre-sale numbers.

How effective was the workflow between your team and theirs?

was very good and very simple.

What did you find most impressive about this company?

Clarity of roles and their translation of our desires to an end product that matches the positioning initially desired was impressive.

Are there any areas for improvement?

no areas apparent.

5.0
Overall Score Very Professional and talented.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Always available as needed with respect to schedules going both ways.
  • 5.0 Cost
    Value / within estimates
    same cost as several years ago was a winner
  • 5.0 Quality
    Service & deliverables
    Branding that matches our positioning.
  • 5.0 NPS
    Willing to refer
    I already have referred him multiple times.

Renaming Services for Consumer Internet Startup

"They suggested names we wouldn’t have thought of and produced an end result that we’re delighted with."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - Apr. 2020
Project summary: 

Following months of unsuccessful naming attempts, an Internet startup reached out to Igor Naming Agency to come up with a new name. They explored several options until selecting a clear winner.

The Reviewer
 
1-10 Employees
 
United Kingdom
Kal Turnbull
Co-Founder & CEO, Internet Startup
 
Verified
The Review
Feedback summary: 

While the new name has not gone live yet, initial reactions were positive about the new brand direction. Igor Naming Agency demonstrated in-depth expertise in their field, following a well-structured process to meet the client's goals.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

A tech startup running a website/app dedicated to productive discussion. I’m co-founder & CEO.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

Renaming our product, which is also the name of our company.

What were your goals for this project?

Our old name was no longer fit for purpose—it was descriptively limiting and could be misheard—so we needed a new one that effectively represents our mission, while also being a name that our product can grow with.

SOLUTION

How did you select this vendor?

We tried for months to find a new name by ourselves, without success. We went through hundreds of possibilities and it really started to feel like a better name might not exist.

Realizing that we can’t be the only ones with this problem, I researched best practices and discovered Igor’s public naming guide. It was an eye-opening read—there is so much to naming that I hadn’t considered.

I started an email conversation with Steve M. shortly after, and it wasn’t long before we decided to work together.

Describe the scope of their work in detail.

There were a few possible naming directions discussed in our first meeting, and those were thoroughly explored and narrowed down until a clear winner was chosen from a final shortlist.

What was the team composition?

My sole contact was Steve.

RESULTS & FEEDBACK

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

The new name hasn’t yet been unveiled as I write this, but those we’ve shared it with privately immediately understood and appreciated the new brand direction. Personally, I couldn’t be happier with the new name. I shudder to think of what we might’ve settled for instead of hiring Igor.

How effective was the workflow between your team and theirs?

Very effective. Regular email communication and weekly meetings with clear progress made each time.

What did you find most impressive about this company?

The ability to understand our mission and distill feedback into actionable direction. They suggested names we wouldn’t have thought of and produced an end result that we’re delighted with.

Are there any areas for improvement?

None.

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

Naming Services for Biotech Startup

"They delivered exactly what we were looking for and what they said they could do."

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

Igor Naming Agency helped a third-party biotech startup find a memorable name. After creating a brand positioning brief, they conducted an extensive competitive analysis before going through five naming rounds.

The Reviewer
 
11-50 Employees
 
Philadelphia, Pennsylvania
Joe Vitale
VP & Creative Director, Brand-Building Agency
 
Verified
The Review
Feedback summary: 

Igor Naming Agency quickly understood the end client's brand, allowing them to turn around several naming options — each name more unique than the current names on the market. The end client was thrilled with the final results.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am VP, Creative Director for an ad agency near Philadelphia that specializes in pharmaceuticals and life sciences. I manage all content and design from both staff and outside vendors for our clients.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

We needed to name a new biotech company, one whose first product was still in the testing phases. This product--and therefore the company--would be a gamechanger in multiple treatment categories

What were your goals for this project?

Goals:

  1. NOT sound like every other biotech, most of which have "gen" as a prefix or suffix (we joked about calling it gengen).
  2. Be memorable.
  3. Feel groundbreaking and bold
SOLUTION

How did you select this vendor?

We started by ignoring the largest "pharma" naming agency because everything they do sounds exactly like their last job. We Googled naming agencies and were immediately struck by the uniqueness of Igor's name.

Reading their website made the connection between their philosophy and their unique name. The philosophy matched our goals and the examples of their work had us salivating to work with them and see what they'd come up with. They walk the walk

Describe the scope of their work in detail.

After the initial briefing to Igor, they created a Brand Positioning for Naming Brief, which summarized the goals and requirements, so that we were all on the same page and knew what target we had them aiming for.

Igor then performed and presented an exhaustive Competitive Analysis, giving both positive and negative feedback to competitive names. The creative work included 5 rounds of original Names, each round finessed/inspired from direction in review of the previous round. It was obvious that these names were created for this particular client and not taken out of some repository of names to be recycled.

When finalists were selected, Igor performed a Worldwide Trademark Screening and URL screening

What was the team composition?

We worked directly with Igor's president as our point of contact. We knew from this that we were important to Igor, not just another account. Along the way, at appropriate times, we also worked with Igor's Chief Strategy Officer, 2 Senior Brand Namers, and their Trademark Specialist

RESULTS & FEEDBACK

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

Our client was thrilled and we have branded the company with a name that is unique and unforgettable--making the company also memorable

How effective was the workflow between your team and theirs?

This was the smoothest project I have ever worked on

What did you find most impressive about this company?

amazed at how quickly they got the gist of what we wanted to accomplish and what our client does. Rapidly turned around a greater than expected number of options. Any of the ones we didn't use are far better than most of what we see being used.

Are there any areas for improvement?

none. seriously.

5.0
Overall Score Have you read the rest of my review?
  • 5.0 Scheduling
    ON TIME / DEADLINES
    always in contact, always available
  • 5.0 Cost
    Value / within estimates
    much less than the naming company that every other pharma brand uses--so it was quite the bargain considering the amazing end product
  • 5.0 Quality
    Service & deliverables
    They delivered exactly what we were looking for and what they said they could do. Unique, bold, and memorable!
  • 5.0 NPS
    Willing to refer
    Igor is the best at what they do

Branding for Full Service Marketing Agency

"Their naming document on best practices showcased their ability to effectively critique what makes a name great."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. - Mar. 2019
Project summary: 

Igor Naming Agency provided naming services for a third-party client's health food product. This involved presenting a list of potential names to the client.

The Reviewer
 
11-50 Employees
 
Boston, Massachusetts
CEO, Full Service Marketing Agency
 
Verified
The Review
Feedback summary: 

The client was exceptionally pleased with their final naming options. During the selection process, the vendor provided logical explanations for each potential title. They maintained a thorough, research-driven workflow while meeting all timeline requirements. 

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

We are a marketing agency, and I am the CEO and part of the strategy team. In some instances, I select business partners with expertise that builds on our internal team's experience.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

One of our clients in the health food category was launching a new product that required a name. While we are experts in branding and marketing services, naming is a unique skillset and we frequently look to outside consultants to work with us on these projects. We make it clear to our clients when external partners are involved.

What were your goals for this project?

Create a unique name that spoke to the characteristics of the product, while fitting-in with the family of brands.

SOLUTION

How did you select this vendor?

We read a positioning paper that provided an overview of Igor's recommended best practices when naming. It cited examples of work that included competitors of theirs, so was truly as independent-minded of a review we could find. After speaking with a number of naming agencies, we found Igor's process was best aligned with our agency's approach.

Describe the scope of their work in detail.

As part of their initial discovery, the team at Igor joined series of client calls to understand the history of the brand and the iconic role it played within the health-conscious community. Igor partnered with our strategy, account and creatives to create a timeline of deliverables, which was met to the day. They provided a large number of options and thoroughly explained the recommendation behind each to the agency first. We eliminated only 5% of the concepts based on account knowledge we had, and then had a presentation to the client where each was explained in detail.

What was the team composition?

VP Marketing; Brand Marketing ManagerThe team did not change throughout the 4-5 week process.

RESULTS & FEEDBACK

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

The client was extremely pleased with the end result. She brought the list down to 4 top choices and told us she's be thrilled with any of them - ultimately she selected the right name. We do not have visibility into further success metrics.

How effective was the workflow between your team and theirs?

Igor was effectively integrated as part of our team during the entire process. They worked within our workflow and software requirements, met deadlines and delivered more than we had asked. They stayed on budget, and provided a positive experience for our client.

What did you find most impressive about this company?

As mentioned previously, their naming document on best practices showcased their ability to effectively critique what makes a a name great. Industry expertise is vital when we select external partners, and Igor meets that requirement. The team stood behind their recommendations and when they disagreed with the agency or client, they supported the push-back with logic that overcame any objections. We feel they explained their point, and did not insist they were correct.

Are there any areas for improvement?

No. The team accommodated our schedule and never missed a deliverable or call.

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

Branding for Intellectual Property Attorneys

"Igor has a deep understanding of the semantic, semiotic, linguistic. cultural, and legal aspects of naming."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
June - Aug. 2019
Project summary: 

Igor Naming Agency created branding materials for an entertainment service that would resonate across various countries. Creating a brand name involved navigating the trademark filing process.

The Reviewer
 
51-200 Employees
 
White Plains, New York
Partner, Intellectual Property Attorneys
 
Verified
The Review
Feedback summary: 

The name has been successfully used worldwide to brand the client's services. The vendor maintained consistent communication and met all deadlines throughout the project. They take a passionate, energetic approach to branding services.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am a partner in an intellectual property law firm. We advise companies on, among other things, selection and clearance of trademarks.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

We advised Igor and the client with naming and clearance. Igor created possible brands and themes for use in a multi-country entertainment service.

What were your goals for this project?

The entertainment service was rolling out a novel entertainment venue in multiple regions, including the U.S. and the European Union. The goal was to select a name that would have positive connotations consistent with the branding mission in every region, but also a name that would not create unacceptable business risk.

SOLUTION

How did you select this vendor?

I have been familiar with Igor's work for over fifteen years and have been a professional colleague during this time.

Describe the scope of their work in detail.

Create a new brand name, draft a brand positioning brief, create and prescreen 45 names; U.S. trademark prescreening; *WIPO Protocol trademark prescreening; Google due diligence screening; Competitive Name Analysis. Coordinate communications with outside law firm to modify names and coordinate trademark filing process.

What was the team composition?

There was a four person team. I worked exclusively with the Chief Strategy Officer. He was assisted by three senior brand strategists.

RESULTS & FEEDBACK

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

The name created by Igor was selected by the client and is now the worldwide housemark of the company. The name is the primary element of the handles used across all major social media platforms. All venues being built out by the client now bear the name.

How effective was the workflow between your team and theirs?

There was continuous communication between Igor, the client, and us, using conventional tools (text, email, phone). All deadlines were met. Igor was particularly adept at handling expectations.

What did you find most impressive about this company?

Igor has a deep understanding of the semantic, semiotic, linguistic. cultural, and legal aspects of naming.

Are there any areas for improvement?

Igor is passionate about creating a great name that the client will love. If the client is ready for persistent high-energy, then they will enjoy the ride.

5.0
Overall Score Igor created a great name - that's what counts.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    No issues.
  • 5.0 Cost
    Value / within estimates
    N/A in that I was shielded from that part of the process.
  • 5.0 Quality
    Service & deliverables
    Igor created a perfect five-letter single syllable action verb that was available.
  • 5.0 NPS
    Willing to refer
    As I said, Igor created a five letter single syllable action verb name - that is not easy.

Branding & Naming Projects for Retail Enterprise

"They're my go-to resource to help navigate the early stages of a product."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
May 2016 - Feb. 2017
Project summary: 

Igor Naming Agency was brought on board to assist in the branding and naming of multiple emerging brands looking to launch their products in stores.

The Reviewer
 
10,000+ Employees
 
Minneapolis, Minnesota
David Law
Entrepreneur in Residence, Target
 
Verified
The Review
Feedback summary: 

All stakeholders were pleased with the quality of names generated by Igor Naming Agency, as well as their overall creative expertise. The team easily mitigated diverse sets of opinions, producing new ideas as required. Customers can expect a memorable, worthwhile engagement.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Driving innovation at Target as an Entrepreneur in Residence.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

I hired Igor to help name multiple brand and product launches that we generated as part of the innovation group at Target.

What were your goals for this project?

The number one branding tool for any product or company is its name. Igor is my go-to resource to help navigate the early stages of a product, as we try to capture the essence and nature of the project with an unforgettable name.

SOLUTION

How did you select this vendor?

We approached 2-3 naming vendors, spoke to them about the projects and solicited bids. I also sought out a number of my fellow entrepreneurs and business owners to get their recommendations.

The agency that kept being mentioned more than any other was Igor. After reviewing the proposals, and understanding the process Igor's unique approach and track record made the decision easy.

Describe the scope of their work in detail.

My team was building brands from scratch in partnership with other entrepreneur leaders. Igor's work was to help us navigate this mixed group of strong opinions without watering down the eventual solutions.

In one particular instance the main stakeholder was very difficult to work with around the name and Igor helped shepherd us through this potentially volatile situation.

What was the team composition?

I reported directly to Targets Chief Innovation Officer but acted autonomously within the general innovation group. The group I assembled had brand specialists, designers, business analysts, engineers and entrepreneurs.

RESULTS & FEEDBACK

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

A name is everything. In a sea of competitors your name is what first helps you stand out. Igor helped us do that for a number of brands. The names generated were memorable and trademarkable.

How effective was the workflow between your team and theirs?

Igor was great. For one project in particular the internal team could not come to consensus. Igor worked with us to understand the sticking points and guides us through the minefield of trademarks and emotions around naming.

This included coming back to the table a number of times with new options and new perspectives, above and beyond what the original brief called for.

What did you find most impressive about this company?

The quality and range of names that were generated. That seems like an obvious output but the range of names presented on numerous projects really helped bracket what we were trying to achieve with the name. The framework that Igor has created also helped us understand names beyond the surface and our initial reactions.

Are there any areas for improvement?

Availability.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    This is the only naming company I would ever recommend.

Naming Services for Nonprofit Organization

"I felt like I was their only client."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. - Mar. 2019
Project summary: 

Igor Naming Agency provided naming services for a nonprofit. The team immersed themselves in the company to find a name that fits best and will help drive donations.

The Reviewer
 
51-200 Employees
 
Atlanta, Georgia
CCO, Digital Agency
 
Verified
The Review
Feedback summary: 

Within three months, the nonprofit had a name and branding, both of which received positive feedback from both the board and donors. Igor Naming Agency establishes a seamless workflow, encouraging consistent communication between teams.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Chief Creative Officer at a digital agency

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Igor Naming Agency?

I hired Igor to help me rename a prominent non-profit.

What were your goals for this project?

The non-profit hadn't got traction with their original name and was looking for a name that would resonate and drive more donations.

SOLUTION

How did you select this vendor?

I had worked with Igor previously as CCO of Kirshenbaum Bond when Igor named Fast Track for Cisco Systems - so I had a high level of trust.

Describe the scope of their work in detail.

Immerse themselves in the company, use their proprietary tools to name the company, present and sell through options of names.

What was the team composition?

I dealt mainly with Steve Manning the Founder as I had before.

RESULTS & FEEDBACK

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

Igor renamed the company successfully in only three months and the new name and branding have been embraced by the board and more importantly by donors.

How effective was the workflow between your team and theirs?

The workflow was totally seamless and it felt as if Igor was driving us towards a successful from Day 1.

What did you find most impressive about this company?

I felt like I was their only client. Igor was an enormous help navigating me through the potential pitfalls of naming and selling through something in a very tricky and often subjective business environment.

Are there any areas for improvement?

None.

5.0
Overall Score No room for improvement.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    I always felt like their only client.
  • 5.0 Cost
    Value / within estimates
    My client saw enormous value.
  • 5.0 Quality
    Service & deliverables
    Their past work and work for me has always been GREAT.
  • 5.0 NPS
    Willing to refer
    They are #1 in my bok and I only reccommend Igor for naming.