We specialize in naming.
Big agency experience, operating at start-up speed
We make the unkown known, the new recognizable, and the unheard of familiar.
We've helped Fortune 100 organizations develop world-class names for more than 25 years.
Born out of a classroom in downtown New York City, our ethos as problem solvers drives the way we work to tackle every assignment for clients. Founded on the belief that a name is the first word of a story - we believe naming expresses your brand's character, inspires action, and influences business.
headquarters
other locations
Focus
Portfolio
Microsoft, Etsy, General Electric, CVS, Johnson & Johnson, Tapestry (previously Coach Inc.)
Durathon, GE's industrial use battery
We named GE's Durathon battery, created from non-toxic materials and designed for large industrial situations. As part of a simple energy storage system, the battery enables energy to be used only when it's needed.
Groove, a music player from Windows
Groove Music is an audio player software application included with Windows 8, Windows 8.1, and Windows 10.
WattStation, an electric car charging station for GE
We named a network of electric car charging stations for GE.
Windows Hello, facial recognition technology
We helped to name Windows Hello, facial recognition technology that enables Windows 10 users to authenticate access to their devices and apps with just a fingerprint, iris or face scan.
TrueCourse, a flight management system for GE Aviation
We named TrueCourse, a flight management system for GE Aviation, a framework that turns software functions into reusable components, making them easier to update and adapt and reducing the cost of change.
Personal health app from GE Healthcare
We named Morsel, a free mobile app from GE Healthcare, which suggests simple ways that users can improve their wellbeing and track health choices.
Tapestry, a new name for Coach Inc.
Tapestry signals Coach Inc.'s transformation into a luxury houes of brands with room to grow.
Etsy Studio, a new marketplace from Etsy
Etsy created their first new market since 2005, and we named it "Etsy Studio," a new market designed exclusively for buying and selling craft supplies and tools. We decided on the word "studio" for its rich associations with art, creativty, and getting things done, as well as its ability as a simple, generic word, not to overshadow or seem disconnected from the Etsy brand. Sometimes the most practical, simple answer to a new name makes the greatest creative impact and the most strategic sense.
Reviews
the project
Naming for Professional Video Content Creators
"The clients they've worked with and their ability to bring original ideas reflect their expertise."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am an investor, board member and acting CMO.
For what projects/services did your company hire PS212?
We wanted to identify a company brand name and naming strategy that would be memorable while better communicating our unique business proposition. The naming exercise consisted of industry research and strategy.
What were your goals for this project?
Our goals were to choose a name that was simple, memorable, creative, but not too abstract. We wanted it to carry us into the future as the business grew across multiple customer segments.
How did you select PS212?
I worked with PS212 in a prior job for a similar exercise. My past experience was positive so rather than perform a search, I called them directly and asked if they could help.
Describe the scope of their work in detail.
The scope consisted of two kick off calls followed by a presentation of several naming concepts. We provided feedback and collaborated on two more similar rounds of concepts. Final decision was made after legal review and consultation with PS212.
What was the team composition?
We worked closely with two naming strategists that collaborated on our project.
Can you share any outcomes from the project that demonstrate progress or success?
The outcome was successful as we have now been in market with the name for 6 months and both our internal team and customers have taken quickly to the name. In sales conversations, we are finding the name to resonate well and communicated the simple, yet effective nature of our solutions.
How effective was the workflow between your team and theirs?
Very effective. They were expert presenters and receptive to feedback. There were two occasions where I had an important concern or idea to share one on one at critical points in the project and they were available and responsive.
What did you find most impressive about this company?
They're expertise and creativity is what I find most impressive. The clients they've worked with and their ability to bring original ideas reflect their expertise.
Are there any areas for improvement?
Better than most agencies, they are nimble and take the time to truly understand our business. If we work with them again, I will take the time to clarify the finer points of our strategy before work commences as that is often the most complicated nuance to these type of projects for a 3rd party supporting your business.
PS212 was able to successfully fulfill all the client's checklist. The name has been used for a little over 6 months now and has received positive feedback from end-users and internal stakeholders. The team provided effective communication. They were receptive to feedback throughout the engagement.