Working with brands in their formative stages
You deserve a name you can be proud of.
If you’ve tried to name your business or product, you know how difficult it can be to find an available name that’s distinctive, attention-getting, and memorable. We’re here to guide you from apprehension and uncertainty to a name that truly expresses what your brand is all about.
Our naming process is grounded not only in creativity but also in science: how the brain notices, stores and recalls information. That’s why we recommend names made with natural words — the gold standard for brand names. Using language your audience already understands means a brand name can be more attention-getting and memorable, and can lead into a story that they want to hear.
As one of the top naming agencies in the country, we’ve created names for organizations of all sizes — from startups to the Fortune 200 — in a wide range of industries including financial, technology, food and beverage, sporting goods, retail, health and wellness, personal services and education, as well as nonprofits. We can help you too.
headquarters
Focus
Portfolio
Ameriprise • Renewal by Andersen • General Mills • Medtronic • City of Saint Paul • Thermo King • Ingersol Rand
Serenade
How do you compete in the crowded cabinetry market? By offering not only a well-made product, but also a superior purchase experience. When developing their new manufacturing plant in Union, Pennsylvania, cabinet-maker ACPI overhauled their production and processes, virtually eliminating the delays, inaccurate orders and other customer service issues common to the industry. Their new brand needed to communicate this sweeter customer experience. ACPI's marketing agency, Hanley Wood, tapped Pollywog to create the name.
BRAND STORY
Every high-end cabinetry company promises a well-crafted product. But you need more than that. You need to know that your order will be handled right the first time, every time. And that the whole process will go smoothly for you and your customers. We’ve reimagined cabinet manufacturing and service, because we believe your experience buying cabinets should be as beautiful as the cabinets themselves.
NAME
A serenade is often sung outdoors in the evening from one person to another whom they admire. This musical expression of appreciation connects well to the idea that the company values its customers and earnestly desires to make them happy. The name’s connection to a soothing melody complements the quiet beauty of these well-made cabinets.
General Mills
General Mills is helping to address the hunger crisis with a program to secure millions of meals for needy families. It’s the corporation’s biggest charitable initiative since Box Tops for Education launched in 1996. Consumers find a code printed on packages of more than 25 General Mills brands, including Cheerios, Lucky Charms, Totinos pizza, Bisquick and Betty Crocker muffin mixes. Each code entered at the program’s website provides five meals through Feeding America.
BRAND STORY
In a land of plenty, one in seven American families can’t regularly afford to eat. But together, we have the numbers to make a difference. You can provide five meals for a hungry family in your own town just by purchasing specially marked General Mills products, then entering the code from the package at our website.
NAME
Working in tandem with Imagination Publishing, Pollywog led more than 30 General Mills team members through a process to name this important new program. “Outnumber Hunger” refers not only to the power of a collective effort, but also to the numbered code on the packages that are key to making it work.
RESULTS
Since 2011, Outnumber Hunger has helped Feeding America secure more than 40 million meals for local food banks.
Constellation
MMIC, the Midwest’s largest physician-owned insurer, restructured its corporation to become a mutual holding company, inviting like-minded insurers to band together as a network. Pollywog was asked to create a name that would communicate the benefits of joining the affiliation.
BRAND STORY
The network creates a unique whole from many individual parts and reflects the common vision shared by its member companies.Together, each company has the scale, efficiencies, capital and support to better compete against large stock companies. They are better and brighter together.
NAME
A constellation is a recognizable group of stars in the night sky. Many of the most familiar constellations, such as the Big Dipper, include stars used for centuries for navigation–a subtle connection to how Constellation can provide direction to medical liability insurers in a time of turbulent market conditions.
Ritual
A maker of high-end field hockey equipment in Australia asked Pollywog to name his new company — which would be, in his words, “fanatically focused on design.”
BRAND STORY
Athletes can be a superstitious lot. They do certain things in a certain way, at a certain time. The right shin guard first, the left second. Always wear the lucky socks. Why? Because a deep belief in a competitive edge helps them to win. Our client’s commitment to his design beliefs was equally fervent, and he envisioned handcrafted sticks and gear using luxury materials at a level of quality the industry had never seen.
NAME
Associated with spirituality, faith and fervor, Ritual is intense and mysterious. The religious connection is unique in the industry, commanding attention and immediately setting the brand apart from competitors while also connecting on a deep personal level with athletes.
RESULTS
The combination of the Ritual brand story and the company’s superior equipment provided a natural platform for endorsements by field hockey celebrity athletes. In ads and other media, a number of them not only praise the equipment’s superior performance but also describe their own personal pre-game rituals. By sharing their personal ritual, each new endorsing athlete adds another chapter to Ritual’s provocative brand story.
Beaningful
Neighborhood House is a nonprofit organization in Saint Paul, MN, that helps families with basic needs, such as education, multiple youth programs, and health and well-being—all free of charge. Neighborhood House is opening a coffee shop in the downtown business district which will not only provide a revenue stream to fund its programs, but will also offer employment opportunities for people just starting their career.
BRAND STORY
You’re the kind of person who wants to have a positive impact on the world. Here’s a way to do that effortlessly every day. With every purchase at our shop, you support Neighborhood House, a nonprofit organization providing basic services and lifelong learning to people in need. You’re making a meaningful difference with every cup.
NAME
Alluding to the promise of feeling good by doing good, “Beaningful” is a portmanteau blending “bean” with “meaningful”. The juxtaposition of a tiny bean with the great big concept of meaningfulness makes the name surprising, whimsical and friendly.
Mojo
Stratasys, a leading manufacturer of 3D printers, contracted Pollywog to help them brand their important new product—the first professional-grade desktop 3D printer priced under $10,000. At this size and price point, 3D printing would now be within reach of small product design companies and high schools who need rapid prototyping for commercial and educational uses.
BRAND STORY
A 3D printer takes a CAD drawing and turns it into a physical object made of plastic. Even intricate designs with moving parts—a bicycle chain or adjustable wrench, for example—can be transformed from a digital file to an actual working model. Our printer seems to create something out of nothing—almost like magic.
NAME
Mojo. It’s a charm or spell. Used more figuratively, mojo is personal magic, and often connected with masculine sex appeal. And because a whopping 94% of the 3D printer audience is male, a name that connects with both magic and masculinity was a perfect choice.
Castlewatch
A prominent Ameriprise financial advisory practice in Glendale, California sought to rebrand itself with a name suggesting steadfast protection of their clients’ interests.
BRAND STORY
While you are spending time with family and friends, we will be constantly safeguarding your financial well-being. We are alert to every detail — every potential issue or threat — and we handle it before it can affect you. You can rest assured that we are watching out for whatever may come your way.
NAME
The name “Castlewatch” suggests watchmen along the parapet of a castle, diligently surveying the landscape for any approaching threats. The name is especially appropriate for a financial services firm with longevity and stability.
Kindest Cut
Animal welfare advocates agree: The best way to reduce the heartbreaking volume of animals euthanized by overcrowded shelters is to prevent unwanted litters.
But when times are tough, a lot of pet owners can’t afford to neuter their animals, which ultimately results in more unwanted litters. To address this problem, the Animal Humane Society (AHS), the leading animal welfare organization in the Midwest, teamed up with a local veterinarian to introduce a subsidized spay/neuter service for low-income pet owners, delivered by way of two mobile surgical units. Pet owners can sterilize their dog, cat or rabbit for a fee ranging from $35-$100 — a substantial discount over regular veterinary costs.
AHS asked Pollywog to lead the naming of this new service.
BRAND STORY
Spaying or neutering your pet ensures it won't produce offspring that will be homeless — or worse, euthanized in a crowded shelter. Our spay/neuter service for low-income pet owners is made possible through generous donations by the community. Together, we can do what's kindest for all our pets.
NAME
"Kindest Cut," a twist on Shakespeare's famous "unkindest cut of all" phrase, alludes not only to surgery, but also to the community altruism that makes the service possible.
Think Small
This Minnesota nonprofit had been known by the unwieldy name, Resources for Child Caring (RCC). Over its 40-year history, RCC had grown from an agency that trained child care providers into Minnesota’s leading voice for early learning, but their brand had not kept up.
BRAND STORY
In the organization’s own words: “We think much can and must be done to improve the quality of early childhood experiences so children will thrive. We think learning experiences should adhere to best practices. That teachers should be skilled, knowledgeable, and engaged. That children need a safe, healthy, and child-friendly environment. And that stimulating activities should be balanced with appropriately structured routines. We think every child is unique, and each child’s situation is different. We think their success depends on the adults in their lives-parents, early childhood professionals, policymakers and other influential people-making the best choices for children. That’s why we Think Small.”
NAME
Conventional wisdom says that bigger is better, that we should all “think big” if we want to achieve our goals. The name “Think Small”, however, turns this idea upside down, stressing that the focus of our educational system ought to be on the littlest students, because investing in this age group will have the biggest payoff.
Fulcrum Health
The nation’s first chiropractic network, Chiropractic Care of Minnesota, Inc. (CCMI) was formed more than 30 years ago. In 2016 CCMI tapped Pollywog for a new name when the organization’s mission expanded beyond its original scope. Today, the nonprofit delivers managed care for many types of physical medicine providers and operates in several states. Equally important, the group provides thought leadership for insurers, routinely demonstrating how innovative uses for physical medicine can help them reduce costs, achieve better outcomes and increase patient satisfaction.
BRAND STORY
There’s power in a healing touch. Whether a specialty is chiropractic, acupuncture, occupational therapy, speech therapy or massage therapy, we can show you how to leverage the strength of physical medicine by integrating it with traditional medicine, using it to maximum advantage.
NAME
A fulcrum is the support on which a lever pivots. Strong and stable, “fulcrum” suggests stability and the power to do more.
HOW THE CLIENT CONTINUED THE STORY
The brand was fully realized visually by Laura Bates/Strategy and Katherine Lamm/Design.
Reviews
the project
Brand Identity, Naming, & Logo Design for E-Commerce Shop
“I’m very impressed with their attention to detail and desire to understand our business.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the president of Mission Ready. We’re an e-commerce business. My brother and I are owners.
What challenge were you trying to address with Pollywog?
We engaged with Pollywog for their branding services.
What was the scope of their involvement?
I approached them with the desire to come up with a new company name. They asked us questions ranging from who we were, what our needs were, who our customers were, and who we wanted to become. It was at that point that they connected us with the market research firm they’re partnered it.
They didn’t pressure us to do so, it was our decision and to our benefit. We needed to do discovery for our brand identity and market research into our target audiences. After gaining an understanding of our market, we came up with a name.
Pollywog ideated seven names with taglines and brand identities as well as 23 additional names. They rated them according to four different criteria, and we went through them. Their team listened to us and took our input. From that list of seven, we went back and forth and decided on Mission Ready. Now, they’re working on creating our logo.
What is the team composition?
My main contact is Devon (Co-Founder).
How did you come to work with Pollywog?
I found them on Clutch and interviewed four firms. What stood out about Pollywog was that Devon actively listened and wanted to understand. There wasn’t a hard sell at all and she wasn’t looking into just walking through the motions. She really wanted to make sure it was done right.
What is the status of this engagement?
Our ongoing engagement started around September 2020.
What evidence can you share that demonstrates the impact of the engagement?
I was really happy with the market research stage. They recommended it and worked in parallel with us on it. Pollywog understood and was aware of what was taking place. Likewise, I was very happy with their process and analysis on coming up with the names. The more time passes, I’m happier. They’re very professional and thorough.
How did Pollywog perform from a project management standpoint?
They’re on top of project management. Their team meets every deadline and communicates often with us. We’re very satisfied. Our teams mostly communicate through Zoom and emails.
What did you find most impressive about them?
It’s their effort to really understand our business. That was visible when we got to the conversations and they recommended a market research study. It was also visible with the name itself. It’s clear that their questions directly impacted the name ideas. Now, with the logo, they’re very inquisitive about how we want it to look. I’m very impressed with their attention to detail and desire to understand our business.
Are there any areas they could improve?
No, nothing comes to mind.
the project
Naming Services for Emerging Automotive Aftermarket Product
“Their combination of rigor, methodology, and receptiveness to feedback was really helpful.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
3M is a multinational conglomerate that does business across pretty much every consumer and industrial market that you can imagine.
I work in the automotive aftermarket division, helping collision repair shops bring vehicles to like-new condition after accidents. We’re shifting our business to not only provide state-of-the-art materials but also deliver consultative solutions — that means really helping a body shop or collision repair shop understand their weaknesses and helping them overcome those gaps.
What challenge were you trying to address with Pollywog?
We’re creating a new tool that will allow us to provide services to collision repair shops. It’s an inventory management solution that we plan to launch at the end of 2021. However, this will be a brand new product in an environment in which 3M is not currently recognized.
We needed to come up with a powerful name that would allow us to represent the profitability-enhancing tools that the software would bring. It also needed to be exciting and dynamic enough to attract user attention.
What was the scope of their involvement?
Pollywog managed the naming process for our new inventory management solution. The initial engagement started with a creative brief compiled by our team. This brief supported Pollywog as they ramped up on our vertical. I don’t think Pollywog had any experience in the automotive aftermarket space, but they did a phenomenal job getting up to speed.
From there, we spent multiple meetings helping them understand what our product would do, what our market looked like, and who our users would be. They asked solid questions regarding where 3M had been and where we were going, taking the time to really understand our brand. That was in addition to learning about our competitive context. They spent a lot of time with us on the goals and objectives, too — what was the intent behind our solution, and what would it do in our market?
Next, they supplemented our information with assessments from their own market research to build strong user and shop personas. They defined our target audience and mapped out what our solution was intended to do and for which target audiences. The final deliverable was a set of 3–4 names and advertising blurbs that described our tool. We plan to use those in our future marketing collateral.
What is the team composition?
There were around eight regular invites into those naming sessions, including their brand director and her key associates. They brought in another organization called Hanley Wood Marketing for support as well. It was a solid team of individuals who had strong experience in naming businesses in addition to running general brand campaigns. We had a good breadth and depth of expertise across the board so we never felt like we were short on skills.
How did you come to work with Pollywog?
Our marketing operations team had engaged with Pollywog on a prior branding project, so we considered them alongside two other companies. Frankly, when we looked at the names that Pollywog came up with compared to the other two, they did a better job.
What really stood out to me was their mechanism for creating, scoring, and qualifying names. It was very much a qualitative exercise that depended on the individual involved, but it applied quantitative rigor to the process. They used a calculator that helped determine the value of a name across a handful of metrics, such as branch fit, ownability, and wow factor. All of this ramped up to a power quotient, which allowed us to quickly evaluate and narrow down a list of 30 names.
Pollywog was the only one out of the three companies we considered that applied such a quantitative methodology to a soft process. That’s why we ended up choosing them.
How much have you invested with them?
We spent about $75,000, which came to a very competitive figure.
What is the status of this engagement?
The project lasted between June–August 2020. We’re currently doing a legal review before we make a decision on the final name.
What evidence can you share that demonstrates the impact of the engagement?
I’ve heard that naming projects are actually the hardest to do, so I was very pleased with Pollywog’s performance. They actually took our feedback into account as they went through the naming rounds. For example, they were very focused on one aspect of our customer persona early on, but we wanted to push them away from that to a larger generalized audience. They were open to that and adjusted accordingly.
During our naming feedback sessions with our future customers, it was also very clear that Pollywog’s names fit well within 3M’s brand. They did some initial trademark searches on a global scale, going through 140 languages to make sure that the names wouldn’t have any negative connotations in any other market. That was particularly helpful for a company like 3M because we’re global in nature.
We ultimately narrowed down about 30 names to 3–4 options that satisfied the needs of our division and customers, and the team did a good job of telling the story of our product. We’re in a position now where we can confidently go to market with a name that feels dynamic and engaging in addition to accurately representing the benefits that our product will bring into the market.
How did Pollywog perform from a project management standpoint?
Their combination of rigor, methodology, and receptiveness to feedback was really helpful. If we ever needed any additional meetings with them, they were more than willing to get on the line and support us with that. Likewise, they delivered documentation right after presentations as requested so that we could share it with our internal team. The team was on top of their deadlines, too; they never requested additional time.
What did you find most impressive about them?
Again, it was their grading methodology that really distinguished them from their competitors. They took a soft selection process and applied quantitative rigor to it: Is the name descriptive, experimental, or evocative? What’s the strength of the name overall? That process helped our team of 30 people — all with different opinions and ideas on what the name should be — coalesce into a specific vision.
Are there any areas they could improve?
In the first round of naming, they locked into a very specific attribute and created names that satisfied that. However, it might have been to the detriment of the rest of the personas that weren’t necessarily represented by that attribute. I would’ve been helpful if they’d taken a step back and then narrowed down the attributes at a later point.
Having said that, the team was open to our feedback and naturally changed their approach. They did a phenomenal job overall.
Do you have any advice for potential customers?
Work as much as you can upfront on the creative brief and market education pieces. Doing this really helped us streamline the process and eliminated any confusion around our customers’ needs and what we intended to get out of this project as an organization. Had it not been for COVID-19, we would’ve taken them to a facility, too, so that they could see our product in play.
the project
Content Development for Experience Design Agency
“Pollywog really understands the big picture.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I am the account services lead at Lorem Ipsum, a boutique marketing agency based in the Twin Cities. We have both a national and international client base.
What challenge were you trying to address with Pollywog?
We were looking for a partner to help with content creation for a third-party client.
What was the scope of their involvement?
We’ve worked with Pollywog in several different capacities over the course of the last 10 years. One of our most recent projects involved becoming an extension of the marketing team of a third-party management consulting firm. The Pollywog team was the primary writer and content generator for this engagement.
Pollywog kept an eye on brand strategy to develop and write content. Devon (Co-founder, Pollywog) spoke to subject matter experts, such as consultants and business unit leaders, on a weekly basis. She created web and campaign landing pages, case study content, social media posts, and teaser content about active project work.
What is the team composition?
Devon was our primary point of contact, although John (Co-founder, Pollywog) contributed to the engagement as well.
How did you come to work with Pollywog?
Our long-term engagement with Pollywog began before my tenure here.
How much have you invested with them?
For this engagement, we invested $7,000 a month in Pollywog.
What is the status of this engagement?
While we have worked with Pollywog for over 15 years, this particular engagement began in May 2017. 90% of that effort has wrapped, but there is an ongoing component.
What evidence can you share that demonstrates the impact of the engagement?
Ultimately, Pollywog refreshed 100% of the copy and content on the website. Devon is really able to dig in and ask questions in a way that gets to the heart of what someone’s doing. She gets beyond just the what and how and gets to the why. Her writing really shines with a human voice, even in technical and business writing. Devon invests in all of the work being done.
How did Pollywog perform from a project management standpoint?
Once Devon has been given a deadline and timeline, she’s on top of it. She doesn’t require reminders about deliverables. Throughout the whole process, she is well self-managed and is accountable to a budget and timeline. It brings a lot of professionalism to the work that she does.
What did you find most impressive about them?
Pollywog really understands the big picture. They don’t just write a name or a brand story and call it done. Devon and her team look at how the brand name articulates itself through all produced materials. They create an entire brand story and brand experience.
Devon takes a truly holistic approach. It’s not just that she’s a brilliant writer who is great at naming, their whole team really understands brand strategy in a way that’s different from others I’ve worked with. They take all of these disciplines and put them together to create a whole picture of a company. They’re whip-smart and creative with a really great process that delivers results every time.
Are there any areas they could improve?
No, everything they’ve done for us has been an A+ every time.
Do you have any advice for potential customers?
Don’t hesitate, just jump right in. If you’ve got a naming or branding project, they’re your team.
the project
Brand Essence & Naming for Nonprofit Organization
"They’re well-organized and understood a lot of different perspectives."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the executive director and curator of a 501(c)(3) nonprofit art center. We’re dedicated to enhancing community life through excellence and involvement in the visual arts. We provide a year-round program of contemporary art exhibitions and education programs for all ages, including summer camps, artist talks, and special events.
What challenge were you trying to address with Pollywog?
We wanted a new name that more fully represented the community we serve.
What was the scope of their involvement?
We formed a brand development committee of about 10 people who worked directly with Pollywog, and my board chair and I had direct contact with them. We’d worked with a professional marketer on our board who helped us to develop the essence of our brand, so we shared that with Pollywog and they reviewed it with the committee.
They made adjustments and did an initial name exploration, presenting about 30 names to us for feedback. Following the first round of iterations, they led a brainstorming session with the brand committee which led to another round of name presentation. We made a decision as a committee, and Pollywog came to our office for the final name presentation to our board of directors.
What is the team composition?
Our team worked with two people from Pollywog, including Devon (Founding Partner, Pollywog) as the lead.
How did you come to work with Pollywog?
We sent out an RFP to about a dozen firms. My board member found Pollywog, I think perhaps through Clutch.
How much have you invested with them?
We spent $10,000–$25,000.
What is the status of this engagement?
We worked with them from June–August 2019.
What evidence can you share that demonstrates the impact of the engagement?
Changing our name was really hard and emotional since our organization is nearly 50 years old, but everyone has bought in because the process was run really well.
How did Pollywog perform from a project management standpoint?
They went above and beyond expectations. We were a unique client for them because we had strong feelings and creative input on the work, and they were happy to adjust their process to make us feel comfortable. They achieved the outcome we needed. We communicated primarily by email three or four times a week with one or two phone calls. The brainstorming and feedback sessions were held by phone or Skype.
What did you find most impressive about them?
Our board has a lot of personalities and they’re great leaders who managed that very well. They’re well-organized and understood a lot of different perspectives. They helped us stay on schedule.
Are there any areas they could improve?
At some point, they weren’t as flexible as we wanted, but by the end they were. I think sometimes our constructive feedback landed a little too personally for them. However, it didn’t stop the process, and they responded incredibly well.
Do you have any advice for potential customers?
Trust their process, but don’t be afraid to push back in order to get what you need.
the project
Name Vetting for a Client's Global Campaign
"They’re small and nimble with a solid output."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the head of account management for Plan A, a holding company managing the account management department of another firm. We’re an advertising and strategy firm.
What challenge were you trying to address with Pollywog?
We had a major global client up against a deadline for a global campaign. They found out their name for the campaign wasn’t testing well, so we were asked to come up with a new name within a week. We needed Pollywog to vet 100-125 name ideas in 11-15 global regions within five days.
What was the scope of their involvement?
They did trademark vetting and online Google search vetting for the name ideas, including specific trademark processes for countries such as China and India. Their processes involved exact matching plus anything in close relation to the exact match.
The client needed to have 25-50 approved and cleared names so that they would have enough to choose one internally. We were sending them names in a rolling process.
What is the team composition?
My contact was Devon (Founding Partner, Pollywog). She was available at any time.
How did you come to work with Pollywog?
We’ve been working with them for a few years.
How much have you invested with them?
We spent $25,000–$50,000.
What is the status of this engagement?
We worked with them in August 2019 and the engagement has concluded.
What evidence can you share that demonstrates the impact of the engagement?
Our engagement was highly successful. After vetting, we contacted all of our regional clients and they agreed with the recommendations from Pollywog and their analysis.
How did Pollywog perform from a project management standpoint?
They worked 24 hours a day for five days to hit our deadline. We spoke several times a day to make that happen. We emailed each other and held conference calls throughout the weekend.
Devon was phenomenal. She gave our client peace of mind that Pollywog would do whatever it took to meet the deadline.
What did you find most impressive about them?
I was impressed that they made our project work regardless of the unreasonable timelines and scale.
Are there any areas they could improve?
No, I can’t think of anything.
Do you have any advice for potential customers?
They’re small and nimble with a solid output.
the project
Naming of Creative Agency for Nonprofits
"I was most impressed by Pollywog’s commitment to excellence and strategy."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I’m the owner and chief creative of a design studio that provides branding and design services for nonprofit organizations, foundations, and companies dedicated to social good around the nation.
For what projects/services did your company hire Pollywog?
I needed help shifting my business from an individual freelancer to a creative agency that’s worthy of attracting & serving large organizations. I tried for several months to rename my business, but it’s nearly impossible while running a business and trying to stay objective. I wanted to work with a naming agency that would approach my new business name with research and creativity, as well as capture the overall vision of my emerging business.
What were your goals for this project?
My goal was to create a new name for my creative agency.
How did you select this vendor?
A quick Google search revealed several naming agencies, and I landed on my top three options. I contacted each one, but Pollywog was the only one that had a definitive process to their naming strategy. After speaking with Devon (Founding Partner, Pollywog) on the phone, I could tell from her kind demeanor and experience that they were the perfect match for my business needs.
Describe the scope of their work in detail.
I thought I could name my own business, so I initially approached them for consulting work. After several months with no success, I knew that Pollywog and Devon were my only solution. We kicked off the project with legal paperwork, the Brand Essence form, and a deposit. The Brand Essence form forced me to analyze my business from an objective perspective, rather than a creative one. The questions were simple but effective.
After I completed the form, we had a consultation call to work through my answers. A week after the call, their team provided five naming options that were each a match for my business and its brand story. I provided feedback on each name and chose one to move forward with. Then I purchased the recommended URL’s and contacted my patent attorney to file the trademark.
What was the team composition?
I mostly communicated with Devon, but John (Founder, Pollywog) was present on my consultation call and final presentation.
Can you share any outcomes from the project that demonstrate progress or success?
If only I would’ve hired them sooner, I would’ve saved myself months of frustration. After one meeting with Pollywog, I felt like they boiled down all of my abstract thoughts into a series of focused statements that I could immediately start applying to my marketing strategy. Their strategy document and rating system were incredibly easy to understand, and their creative work was spot on.
I haven’t launched the new brand yet, but anticipate a great deal of success. My team is psyched about the new name and brand direction. I can’t wait to see how our clients react.
How effective was the workflow between your team and theirs?
It was phenomenal watching Devon and John work together as a team to set the strategy for my new business name, making everything look easy. They’re professional, knowledgeable, and kind. Our calls were efficient, but also a lot of fun. Devon was communicative via email about their process and team progress. Our workflow seemed effortless. I had full confidence in Pollywog.
What did you find most impressive about this company?
I was most impressed by Pollywog’s commitment to excellence and strategy. They’re not only creative but took the time to research and understand my industry and position in the market. Pollywog truly cared about our business. They had a vested interest in our success.
Are there any areas for improvement?
Pollywog exceeded every expectation I had about the naming process. They’re a lean team but have the experience and proficiency of a much larger creative agency.
the project
Name Development and Rebranding for Launching Platform
"They offer impressive knowledge of metrics."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the principal of a consumer goods product development and launch-to-market company. We work with product innovators to create their products and present their brands to buyers in the industry.
For what projects/services did your company hire Pollywog?
I engaged Pollywog to work with one of my clients to create new name possibilities to rebrand the product and company.
What were your goals for this project?
We wanted a list of potential usable names with descriptors, taglines, and stories.
How did you select this vendor?
I found them online, spoke with the principals, and knew it was the right fit all-around for the project.
Describe the scope of their work in detail.
They created a primary list of usable names and content and a secondary list of potential names for my client to review and choose from for rebranding.
What was the team composition?
We worked with the two main principals and experts on this project.
Can you share any outcomes from the project that demonstrate progress or success?
Our internal client is quite pleased and is on the road to rebranding. Pollywog provided exceptional work and innovation. Their work was extensive, thorough, and very creative.
How effective was the workflow between your team and theirs?
Their communication is outstanding and their presentations and dialogue about the work are incredible. Their process is comprehensive, creative, and inclusive.
What did you find most impressive about this company?
They offer impressive knowledge of metrics, along with their understanding of names and products and why they work. I am not only excited about this project and what they have brought to the table but excited for any other project that I can refer to them and work with them on in the future.
Are there any areas for improvement?
No, I’m completely satisfied.
the project
Brand Identity Dev for Financial Planning
"We felt the Pollywog team really listened to and understood us; they took the time to get to know us."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I’m the CEO of a financial planning firm. I provide financial advice to a broad range of clients.
For what projects/services did your company hire Pollywog?
The firm has grown over the years, and we decided to rebrand the practice with a new name and create a brand essence and story.
What were your goals for this project?
We wanted our name to better convey who we are and what we do. The rebranding was an opportunity to create a stronger team, new standards, and a new culture.
How did you select this vendor?
This vendor was highly recommended to us by a business partner. We did interview other vendors but decided to work with Pollywog.
Describe the scope of their work in detail.
We started the process by having an introductory WebEx video meeting with the Pollywog team. They presented who they are, what they do, and explained to us in detail how the naming and brand creation process works. We, in turn, told them about our firm, what we do, what we felt we lacked, and what we hoped to accomplish.
To develop our brand essence, Pollywog had us start by answering a series of questions. Once this was done, we went through several edits until we felt the brand essence clearly represented who we are. We then moved onto name generation, evaluation, and presentation. They walked us through each name option thoroughly, along with a creative tagline and brand story. We evaluated each name of its “wow” factor and talked through our options.
What was the team composition?
We worked directly with their creative director and design director.
Can you share any outcomes from the project that demonstrate progress or success?
We’re still awaiting final trademark approval of the new name.
How effective was the workflow between your team and theirs?
The Pollywog team was very easy to work and communicate with. They were easily accessible and immediately responded to emails and/or questions. Everything about our engagement was clear, from what information they needed us to provide and their regular work processes to what deliverables we could expect.
What did you find most impressive about this company?
We felt the Pollywog team really listened to and understood us; they took the time to get to know us. They had experience working with other financial advisory firms, so they knew the right questions to ask.
Are there any areas for improvement?
None that I can think of at this time. Once the trademark application is approved, we plan to work with them on logo creation.
the project
Brand & Name for a Nonprofit Coffee Shop
"The coffee shop has a terrific name that resonates with everyone who learns about it or visits."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I’m a board member for Neighborhood House, a social service agency in Saint Paul. I also own a business that plans events for major corporations and nonprofits.
For what projects/services did your company hire Pollywog?
Neighborhood House decided to open a coffee shop as a social enterprise that will provide on-the-job training to our constituents and additional revenue for the agency. We needed a brand, a name, and a logo for the coffee shop on a tight budget.
What were your goals for this project?
We wanted to name the coffee shop in a way that would immediately tell the customers that they were doing something good by making purchases there. We needed to pull on people's heartstrings and relate back to the Neighborhood House organization.
How did you select this vendor?
Pollywog was referred to us by another committee member. We looked at other firms, but none were as responsive or immediately committed to helping us. We also simply loved their website and the work they’d done for other companies, which sealed the deal.
Describe the scope of their work in detail.
The process began with a meeting with stakeholders. Devon (founding partner, Pollywog) collected information to inform the brand, such as brand promise, differentiator, and personality traits. They then refined the document and sent it back to us for approval. Pollywog presented six concepts for names, taglines, and brand stories to the group. They shared the results of their proprietary scoring process that evaluates names based on 17 traits.
After much discussion, the group settled on the name Beaningful. They then created two logo concepts, and we chose the one we liked best. They also created brand standards to help ensure consistency in how the brand is expressed on the website and signage.
What was the team composition?
We worked directly with Devon. She spearheaded the process, meetings, and writing. John (co-founder, Pollywog) worked on the logo and brand standards.
Can you share any outcomes from the project that demonstrate progress or success?
The coffee shop has a terrific name that resonates with everyone who learns about it or visits. The staff, board, and participants are thrilled with the look of the brand. The coffee shop is selling more and more each month.
How effective was the workflow between your team and theirs?
The workflow was very effective. Devon was easy to work with and always on time with the deliverables. She’s so fun and a true professional. The whole project was done thoughtfully, on time, and under budget.
What did you find most impressive about this company?
Pollywog comes to the table with massive amounts of agency and branding experience. They’ve worked on very large projects, yet they treated our little project as if we were as important. That is an excellent skill.
Are there any areas for improvement?
None come to mind at the moment.
the project
Naming for Cleaning Products Manufacturer
“They constantly kept in touch and had an exceptionally thorough process.”
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
We’re a large B2B chemical manufacturer that sells industrial cleaning products to a wide range of segments, including restaurants, hotels, and more. We also offer monthly consultation services. In my role, I serve as the head of customer insights for our St. Paul, Minnesota institutional division.
What challenge were you trying to address with Pollywog?
We had a line of laundry detergents that we used professionally around the world, but each product had a different, arbitrary name. There was no concrete reason behind the naming. As such, we hired Pollywog to help us understand how customers perceived our products across different communities and come up with potential names.
What was the scope of their involvement?
In the beginning, they brought on a third-party resource to handle the discovery work. This involved conducting extensive interviews with our global sales force and looking at how consumers thought about our product. They then delivered an excellent deck of potential positioning scenarios.
Using this information, Pollywog came up with 31 names grouped into five categories before going through rigorous brand tests. Their team then ran them through initial trademark, cultural, and relevance tests.
At the end of the process, they led us through a two-hour workshop to explain the pros and cons of each name, collecting our feedback in a well-structured way. The session concluded with a final discussion on our top five names.
What is the team composition?
I primarily worked Devon (Founding Partner, Pollywog), but she brought in a resource from an external firm to handle the discovery phase. There was also a third resource who worked behind the scenes.
How did you come to work with Pollywog?
I found them through an online search and liked how incredibly nimble they were. Most naming companies sit inside of larger marketing agencies and sell their services as part of a package. However, Pollywog offered a more tailored solution that suited our needs.
On top of that, they were honest about their skill sets, telling us upfront that they would bring in a third party to handle the initial insights. The fact that Devon knew how to identify the perfect partner for the discovery/positioning work coupled with her flexibility made her an ideal option.
How much have you invested with them?
The naming work alone cost about $34,000, but we spent $68,000 in total.
What is the status of this engagement?
Their work lasted from October–November 2018.
What evidence can you share that demonstrates the impact of the engagement?
Pollywog came up with 31 names and tested them thoroughly against different screens. The trademark testing was particularly useful because it encompassed any company that used our names, regardless of whether or not they had a trademark.
How did Pollywog perform from a project management standpoint?
They constantly kept in touch and had an exceptionally thorough process. Their proposal mapped out exactly what they would do, and they followed it closely. Anytime we had a question, they were quick to answer, and they seamlessly managed our time.
What did you find most impressive about them?
I appreciated their flexibility and creativity. The project was about finding a name that meant something to our customers. In our case, this meant a name that struck a chord and was translatable across multiple countries. You have to be a great writer or strategic thinker to get to the heart of a B2B liquid chemistry product and have it resonate with people, and Pollywog did an excellent job.
Are there any areas they could improve?
Like any naming agency, Pollywog is well-versed in consumer branding for B2C products. However, working with B2B companies can be more difficult because we don’t have any consumer brands; rather, we were renaming our product line. As a result, I should have asked for fewer metaphorical names, which would have been better suited to B2C products.
The partner is happy with the engagement and marks the market research phase as a highlight. Pollywog implements a highly efficient process and analysis to ideate the brand names. They're truly invested in the partner's success, ask effective questions, and are providing a holistic approach.