Top Clutch Ranked Global Brand Naming Agency

GOLD VERIFIED

River + Wolf is a New York City based naming agency with clients around the globe. But whether working with clients in the United States, or in the UK, the Middle East, Europe, Asia, or Latin America, our goal is always the same: to develop extraordinary company, product, and service names. We work in all industries, including healthcare innovation, personal care, food and beverage, apparel, education, and technology, to mention a few.

River + Wolf ranks in the Clutch Leader's Matrix for a reason: not only have we been widely quoted or featured in media such as AdAge, NBC, the New York Times, Crains, The Next Web, and Fast Company, but we do whatever it takes to provide are clients with the best possible names and best possible service experience, from strategy and name development to trademarking, global linguistic checks, and, if needed, design and taglines. Clients includes: Medical Micro Instruments, Bangkok Bank, Target, HeinzKraft, Calvin Klein, Starbucks, Coca Cola, Ghostery, Sephora, The Frank Mason Group, Unilever, Auberge Resorts, and Burt's Bees--and that's just for starters.  Our combination of professionalism and true caring for our clients--whether Fortune 500s or start-ups--sets us apart from all other agencies. But don't take our word for it. Read our reviews.

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2014
Show all +
New York, NY
headquarters
  • 605 West 113 Suite 2
    New York, NY 10025
    United States

Portfolio

Key clients: 

We work nationally and internationally with clients of every size--from start-ups to Fortune 500s. River + Wolf also provides brand naming and storytelling services to branding, design, advertising, and media studios.   

Anthology Image

Anthology

Veritas Capital (“Veritas”) and Leeds Equity Partners (“Leeds Equity”), two leading private investment firms, were the forces behind the merger of three education technology leaders: Campus Management, Campus Labs, and iModules. These three companies were joining together to create a brand-new EdTec company that offered industry-leading solutions to better support the ever-changing needs of Higher Education. Anthology captured

two key concepts: collective knowledge and also the highest or best kind of knowledge. In addition, it worked well with the company’s global market and themed nicely to higher education in general. River + Wolf’s designer partner, Irasema Rivera, took the metaphor one-step further, developing a striking logo that represented both to books and data charts. 
Osena Image

Osena

Chris Allen and Vincente Surraco were two founders in need of a name for their newly developed coconut water cocktail. Given the clear thinking they’d done on the brand along with their openness to a variety of name constructions, we eagerly climbed on board. After one round, a raft of names rose to the top, including Island Snow, 72 & Sunny, and Lunar Chill. Ultimately, however, the founders opted for Osena. With its

elegant tonality and nod to water through the onset letter “O” (phonetically suggesting water in French) plus the Latin word for senses, the name hit the spot.
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Ghostery

River + Wolf developed names for Ghostery, a company dedicated to internet searching privacy protection. They presented viable options after a single round of iteration.

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Madecasse

River + Wolf helped rename a fair trade chocolate company. They researched existing trademarks and worked with an internal team to understand the brand’s values. They presented viable options after a single round of iteration.

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Stella Rising

Women’s Marketing, a top marketing firm with a focus on women’s brands, needed a name that better reflected their work—that of helping indie brands become established stars. The name needed to be friendly yet sophisticated and while nodding to women, not overtly gender-centric. After developing hundreds of names, among them Noonday Sun, Bed of Roses, No Shy Violet, and Wildest Dreams, Stella Rising, with its constellation of
positive associations, rose to the top.
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Ampersand

NCC Media, a sales consortium owned by Comcast, Cox and Charter, needed a new name to reflect their evolution into a data-driven linear TV platform that collects and anonymizes data to better target ads to viewership. The name needed to speak to the concept of connecting brands to audiences across the entire viewing experience. Ampersand immediately conveys “the power of and”. And that was just right for this dynamic and media

technology company.
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Calvin Klein

Calvin Klein came to River + Wolf to develop a name (not yet launched) for a new unisex fragrance. The name needed to work well within the Calvin Klein tonality of simple, natural English words that would be easy to say and spell across global markets.

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Frank Recruitment Group

Frank Recruitment Group is a global leader in staffing for IT professionals. We’re backed by TPG Growth, one of the world’s leading private equity firms, who count Uber, Airbnb, Survey Monkey, and Spotify amongst their portfolio. Since 2006, they’ve helped to connect businesses of all sizes with permanent and contract workers; from start-ups in need of a single developer to international enterprise clients building a complete

team in a new country.
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NCC Media

In 2019, the media giant NCC came to River + Wolf to develop a name for a company re-brand. The not-yet-launched name needed to convey the idea of a more effective media spend through the company’s unique blend of traditional linear television and new media of digital technology.

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Joy Lab (Target)

Target needed a name for their new active wear that blended fitness, fashion, and function into a short natural word name. After reviewing over 600 candidates, ranging from the descriptive (Life in Motion) to the suggestive (Limber), the Target team finally landed on Joy Lab. Partnering “joy” and “lab” together instantly conveyed fun, happiness, and well-researched and tested materials.

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Journeywise

Steven Cayre came to River + Wolf in need of a name for his new enterprise — a company that organizes day-long events composed of events — wisdom talks, meals, and arts — designed to nourish and enrich the whole person. The name needed to be warm and welcoming, but not sound like a spa or yoga retreat. Journeywise hit the mark, speaking to the idea of traveling through life in the smartest possible way.

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Sleekmeet

Ramzey Chelab needed a name for his all-in-one name conferencing app—a name that highlighted ease and efficiency. The name also had to hold appeal for Arabic speakers, the primary target market. The elegant, two syllable Sleekmeet, with its repeated letter “e” and powerful “k” proved the perfect fit. The minimalist design further emphasized the streamlined nature of the app.

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Encorus Group

JR Engineering, a service-disabled veteran-owned small business that provides testing, environmental, and inspection services for construction projects, hired River + Wolf to re-name their company. During multiple in-depth conversations with Kevin Opp, the company’s Director of Marketing, it became clear that the name needed to convey the idea of teams working in collaboration to solve tough structural challenges. Encorus

worked on many levels as it implied engineers (en), chorus (corus), and heart (coeur).
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Defy (Quaker State)

To differentiate Quaker State’s long-lasting motor oil from its competitors, the naming team veered away from the industry’s preference for descriptive marks. To find a straightforward, but energetic name, many ideas were taken for a test drive. The journey stopped at Defy—a name mark that said it all. Defy time. Defy an engine’s wear and tear. Defy corrosion.

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Earth Vine Grape (Jacob’s Creek)

To name Jacob’s Creek’s organic wine, Margaret Wolfson, River + Wolf's Founder and Chief Creative, used the Rule of Three—a writing principle that asserts things bundled in threes are more satisfying than other numerical groupings. For this Australian wine, we picked three nouns—earth, vine, and grape. To emphasize the wine’s additive-free nature, a period followed each word. The result? A pure and simple name that gets

straight to the point.
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Timbalos (Agro)

 

The cooks at Agro had developed a delicious plantain chip. The missing ingredient? A name. Wishing to reflect Caribbean culture, River + WolfFounder and Chief Creative, Margaret Wolfson, journeyed through the fascinating world of island traditions. When the team discovered timbal–a kind of Cuban kettle drum–they knew they'd hit the mark. With its ties to Caribbean culture, festive music, and a cooking utensil

associated with chip making, the name proved hard to beat.
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YumChina

Yum sought River + Wolf's help to determine whether or not they should undergo a complete or modest re-brand of their name. River + Wolf led Yum through a variety of naming exercises and as a result, the Yum team determined that the best approach would be to add the word "holdings" to telegraph their expanding business model.  River + Wolf also assisted the team in developing a new ticker symbol.

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Samaritan Ministries

Samaritan Ministries, a Christian health-sharing organization, is a valued repeat client. Most recently River + Wolf named an easy-to-use platform that made it a snap for people to become members of the organization’s health-sharing plans. 

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Morgan Lewis

Morgan Lewis reached out to River + Wolf to develop a new name (not yet launched) for an A.I. platform designed to assist the legal profession. The name needed to be crisp and modern, but with a tone serious enough for a global law firm.

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Big Fish

River + Wolf joined the Big Fish game team to develop a name for a new cooking game. The culinary adventure game helps players build up their culinary skills one dish at a time. Hot Dish, the name cooked up by River + Wolf with the Big Fish team, challenges players to master the timing and accuracy needed to quickly bring new dishes to the table.

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Crisp

Motiion had developed a platform that helped eliminate waste in the food supply chain through collectively providing platform partners with up-to-the-minute supply chain data in the supply chain. The stakeholders, however, didn’t just want a name for the platform—they wanted to rebrand the company name as well. Wanting to uncover many stones, the Motiion decided to hire River + Wolf and another naming agencies. As sometimes

happens in these situations, the two agencies simultaneously developed Crisp, the favored name. However, our competitor, inaccurately marked Crisp as a “low” risk for USPTO refusal whereas River + Wolf’s collaborating IP attorney, Darren Geliebter, flagged it as high risk for a likelihood of confusion refusal. As he suspected, the USPTO refused the name. The Motiion team, however, had fallen in love with the name and was willing to invest the time and money needed to try to overcome the USPTOs objections. So Darren set to work. As the result of the well-crafted arguments and distinctions he asserted, the USPTO dropped its objections and, one year later, our client was the proud and happy owners of Crisp.
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BrightSphere

The financial giant OM Asset Management (also known by its acronym OMAM) needed to rebrand as its current name was frequently confused with the country Oman. Above all, the stakeholders of this global, multi-boutique asset management company wanted a simple, clear name that conveyed the concept of smart affiliates coming together to create a richer whole. BrightSphere captured all of these interests, with the added bonus of

being easy to say and spell for international audience.
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Motiion

Motiion seeks to provide all stakeholders with transparent information that can foster trust, reduce waste, and ultimately, feed the world. The company accomplishes this through the support of information flows within and across companies in the food value chain. The name selected (not yet launched), spoke to freshness and the ability to leverage all available data in the most effective way.

Chromatics (Redken) Image

Chromatics (Redken)

Redken sought a dazzling name for their recently created hair coloring and strengthening system. Given the product’s 48 prismatic shades and the extensive research behind its development, the name needed to tie to both beauty and science. The dual meaning of Chromatics accomplished this, playing to the science of color and the art of music. An added perk? It evoked the high shine of chrome.

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Ikaati

The founders of this artisanal tea wanted a name that paid homage to their Indonesian heritage. So the River + Wolf team steeped themselves in the region’s cultural traditions and brewed up Ikaati—a coined word inspired by ikat, the Indonesian dyeing technique and kati, the traditional vessel for transporting tea. They also created stories for each brand line and developed more than one hundred tea names, among them Malaysian

Moon, Black Orchid, and Peppermint Sun.
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Terrain (NEC)

The NEC Corporation’s new push-to-talk work phone had to convey durability, dependability, and outdoor usage. However, given its executive buyers, the name needed to be slightly more refined sounding than the tough-as-nails marks common in this space. Terrain covers a lot of ground. With its French roots, the name hints at style while its primary meaning—a piece of land with military advantages—implies ruggedness and the great

outdoors.
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Planetarians

This client wanted a name for their new high fiber chip that makes meals biologically complete. The product name also needed to sound like a movement. To accomplish this goal, River + Wolf combined “planet” with the Latin ‘arian’, a suffix meaning a person who advocates for a set of principles. Extra bonus? The word ‘plant’ is embedded in ‘planet’.

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Tommee Tippee

River + Wolf led a naming exercise to support a company’s brand expansion in global markets. They created an in-depth questionnaire to develop the strongest list of names and after one round, delivered several winning options.

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Quarterlane

This bespoke book delivery service project perfectly complemented River + Wolf’s love of literature. For client Elizabeth Lane, River + Wolf developed over 300 names, Scop (a Scottish storyteller), Bibbly, Unbound, Ink Spell, Cloverbells (Emily Dickinson), Paper Quilt, and Bookfolk. After lots of lively discussion, everyone agreed that Quarterlane fit the bill as it elegantly captured the personal nature of the business plus

its quarterly delivery schedule.
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Discover More (Discover)

Discover needed a name for its 5% cash back card. Discover More fit the bill, creating a strong call to action while announcing the card’s many benefits: more money back, more services, and more opportunities to pay back without accumulating further interest. The company kept this imperative form for their latest card—the Discover It card. Margaret Wolfson, River + Wolf's founder, also named Open Road, a gas mileage card.

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Hugo

Bettina Cisneros and Joie Jager-Hyman came to River + Wolf in need of a name for their latest entrepreneurial vision—a digital platform where intellectually curious high school students could gain access to exceptional mentors who could help propel their learning to the next level. After looking for creative inspiration in multiple intellectual disciplines, River + Wolf landed on Hugo, a popular European name meaning “mind”.

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Foxx

River + Wolf developed a branding name and assisted with trademark registration for a new burner phone with a wider-than-usual display. This was accopmlished through the name Miro, meaning "to look" in Spanish. The name also mapped back to the Spanish painter, Joan Miro, whose mobiles evoked connection and connectivity.

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Outshine (Nestlé)

Nestlé needed a name for their delicious yoghurt and fruit bar. After developing many names that pointed to creaminess and tartness of these frozen treats, the team switched gears and developed Outshine, a name that positions the bar's flavor as one that outshines the competition. Not only did it suggest something that surpassed all the others but it evoked a sunny day.

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Luscious Cosmetics

River + Wolf provided naming and trademarking services for a Dubai-based  as they entered the United States market. They supplied expert consultation, created an array of options, and filed all appropriate documents to finalize the selection.

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Goodness Glows (Burt's Bees)

Burt’s Bees needed a name for it soon-to-launch, 98.9% natural, liquid makeup. The name needed to keep within the Burt’s Bees plain and simple tone—nothing overly metaphorical. Goodness Glows, the final name chosen from hundreds of submitted candidates, suggested beauty inside and out.

Senhance (TransEnterix) Image

Senhance (TransEnterix)

The medical technology company, TransEnterix, had a great product—the ALF-X surgical robot system. Unfortunately, the existing name felt cold and clinical. So the search began for a new name that would would appeal to both surgeons and patients. At the same time it needed to convey the system’s chief function – to enhance the surgeon’s senses. Senhance accomplished both these goals with the added benefit of being highly

ownable.
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GALvanize (Unilever)

River + Wolf teamed up with esteemed colleagues, Catchword, to re-brand Unilever’s new initiative for women. And while not typical for competitors to work together, it proved a great experience for all. After two rounds of naming, GALvanize caught fire with the Unilever team. “Gal”, as part of the word, addressed women without excluding men, and the word’s meaning directly conveyed the initiative’s purpose.

Dremel Trio (Dremel) Image

Dremel Trio (Dremel)

Dremel had developed a nifty DIY tool that cut, sanded, and routed. The name needed to address the tool’s three functions and appeal to both female and male consumers. Trio cut right to the chase, speaking to three uses while evoking the harmony, artistry, and craftsmanship of a musical ensemble.

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Keypoint Intelligence

The merger of Buyer’s Lab and Infotrend required a new name. The dual meaning of “key”—something essential and something that unlocks—especially when paired with “point” with its suggestion of exactness and conciseness quickly found favor. Adding intelligence strengthened the mark from a TM perspective and highlighted the quality of the company’s reports and advisory services.

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Sunhouse

Tenoch and Tlacael Esparza called on River + Wolf to develop a name for their new music technology company. Using the latest advances in signal sensor and signal technology, the company’s products reinvigorate and expand the possibilities of live performance. We found our inspiration in an Aztec myth that tells of a once dark world transformed through music. The name, Sunhouse, resonated with the founders for numerous reasons,

among them its link to their Aztec heritage.
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Joyst

After building businesses at CNET, Yahoo!, and Time, Inc. Bettina Cisneros needed a name for her own enterprise—a platform that provides tips and reviews along with pre-vetted products, services, and resources to shore up the lives of professional women. A play on the word “joist”–a support beam–the name conveys both the platform’s function and the happy feeling that comes when things get done and done right.

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Yolla (LANCK)

LANCK Telecom, a Russian-based company sought a name for their soon-to-launch app. The name needed to be simple to say, easy to spell, and no more than two syllables. Yolla suggests “yo”—slang for “hi” or “hey”. It also evokes “ola”, which aurally suggests the international pronunciation of “hello”. Topping it off? “Ola” plays to “olé”, the Spanish way of saying bravo.

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IFD

IFD, a Canadian sensor company, came to River + Wolf for a name for its all-encompassing system that helped utilities manage and maintain their distribution network. The name needed to be broad enough to capture the company’s current sensor product as well as yet-unknown future ones.

Reviews

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Naming and Branding for Private Wealth Management Firm

"They never made me feel like I was just a customer in their pipeline. It was a very customized and personalized approach."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Less than $10,000
Project summary: 

River + Wolf consulted on naming and branding a new wealth management firm. They studied the firm to make the best choices on logo and other identity factors, then began an individualized brainstorming process.

The Reviewer
 
1-10 Employees
 
New York City Metro Area
Director, Private Wealth Management Firm
 
Verified
The Review
Feedback summary: 

River + Wolf demonstrated deep expertise in language and culture, and they drew naming ideas from wide-ranging sources. Their visual design fit perfectly with company culture. Every team member, both junior and senior partners, were engaged on a personal level.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your organization.

We're a private investment firm focused on high net-worth clients.

What is your position?

I'm the co-founder and director of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with River + Wolf?

We hired River + Wolf to name us, and assist us with our company's identity and branding. It was most important to come up with a name that really resonates with the demographics of our target clients, which are ultra-high net worth investors, wealthy families, and very select boutique wealth management firms globally. We wanted to make sure that the name connects, and has a fresh sound and look to it. Also, it needed to reach an international scope, where it doesn't translate to something negative in different languages. We had to go through all those filters.

SOLUTION

Please describe the scope of their involvement in detail.

The first phase of the engagement was obviously naming, and then later we worked with the team that handles the branding, identity, and logo design.

I've worked on naming projects in the past, where the naming process was very difficult. The company I hired for that project didn't connect with the message I was trying convey. Even when I was part of the brainstorming process, they just couldn't connect with me as a client, and what I wanted out of the process. However, with River + Wolf, the process was amazing. It was seamless.

They really took the time to understand the business, what we do, our business plan, and the kind of clientele we were going after. They also wanted to understand me personally – where I come from, my background, my heritage, and who I had working with me. They took the time to understand my personal taste and style, and anything that goes along with really running a business.

They never made me feel like I was just a customer in their pipeline. It was a very customized and personalized approach. Nowadays, a lot of firms, they just give you a template. You talk to the senior guy, and then the junior team handles most of the work, even though they haven't even spoken to you or know anything about the business, the background, the intricacies of my personality, or the passion that I have for the business. That was very fresh to see.

They tailor every project differently according to each client. For my project, we ended up picking the name from the first stage, so it didn't take as long as some other projects, which was nice. Out of 25 names, we narrowed it down to three or four. Then, out of those finalists, we narrowed it down to one. Once that one was picked, the River + Wolf team had to filter the name to see if it was being used, or if there's any negative connotation online. It's a name that was created using different words and syllables, so it's an original name, so we didn't have any trouble there. The process was seamless.

How did you come to work with River + Wolf?

I found them through a well-known web design company in New York. I spoke to the CEO and founder of that company, and explained what I was looking for. He gave me a list of five firms who specialize in naming, branding, and logo design. I went through the interview process with all of those firms, and spoke to the founders or senior professional at each.

I had my own selection criteria, but the cost was the last of that criteria. I cared more about whether I felt connected with the person I was speaking to, and whether I felt they understood where I'm coming from. I needed to connect with them. They weren't pitching me like everybody else. They weren't selling. They were highlighting their strengths, and that's it. I didn't feel like I was being given a sales pitch.

Could you provide a sense of the size of this initiative in financial terms?

It was less than $10,000.

What was the timeline of the project?

In total, it took two or three months, of which the naming probably took the first three weeks.

RESULTS & FEEDBACK

What distinguishes River + Wolf from other providers?

The academic caliber of their team is impressive. They have experience in literature, poetry, and theatre. River + Wolf's knowledge of the English language is astounding. When it comes to naming, they really dive into the essence of the English language, and other languages as well. Their names aren't limited to traditional business language, which is really refreshing. They dived into every syllable, every letter, and every word of the process. They came up with a name that truly sounds exactly like what I wanted. On top of that, the visual aspect of it, the logo design, was perfect. The way they worked, the naming team and the design team each understood what the other person did, and it was seamless.

The way I look at River + Wolf is as a full-service boutique firm, and you get senior-level attention dedicated to the project as opposed to the senior person talking on the phone, then a junior team working behind the scenes. Here, you're actually working with the principals of the firm.

Is there anything River + Wolf could have improved or done differently?

No. It was a great process. I even hired them again to do my own personal logo.

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 for Electronic Instruments Manufacturer

"I was impressed not only with the sheer number of names that River + Wolf developed for us, but also the amount of care that was put into each name."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
4.5
The Project
 
Confidential
 
July 2014 - Oct. 2014
Project summary: 

River + Wolf provided professional naming services for an electronic music software company. After exhaustive research, they delivered names reflective of the industry, energy, and heritage of the company.

The Reviewer
 
1-10 Employees
 
New York City
Co-Founder at Sunhouse Instruments
 
Verified
The Review
Feedback summary: 

Under the new name, the product has been adopted by major bands. River + Wolf was thorough and dedicated, providing a huge list of potential names that each had their own story. Each name was strong in its own way.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your company.

Sunhouse is a startup in the musical instrument space. We've unofficially been in operation for about a year and half. Our first product is called Sensory Percussion. It's an electronic drum set that we'll be launching on Kickstarter in a few weeks.

What is your role and responsibilities?

My brother and I are cofounders. He is the head of product, and I handle all of the business and marketing operations.

OPPORTUNITY / CHALLENGE

What was your goal for working with River + Wolf?

When we started this company, we had an idea for our first product, Sensory Percussion, so we decided to incorporate the company under that name. It was a rushed decision obviously, we felt we had to pick a name quickly because we needed to incorporate, get business cards, and everything else, so we just went with it. Plus, the URL was available.

As we were going on, we realized we didn't just want to do percussion products. We had ideas for other electronic instruments as well as more general music-making software, so we wanted a new name. We felt since we didn't do the job well ourselves the first time, we should bring in professional help.

What were you looking for in a new name?

We wanted a name that was evocative, but also generic in a way. We wanted kind of an empty vessel that didn't necessarily give the company away at first glance.

While my brother and I were both born and raised in Los Angeles. We're Chicanos – Mexican-Americans. Both of our first names are Aztec names, and were interested in a name that was playful and made reference to our heritage. The name Sunhouse comes from an Aztec myth that Margaret [Wolfson, chief creative at River + Wolf] researched, about how music came to Earth. It's a wonderful story that I didn't know before she told it to us. The name doesn't knock you on the head saying, "This is an Aztec company" or anything like that, but it is playful has meaning for us.

SOLUTION

Please describe the scope of their work.

It was professional naming. Margaret was exhaustive in the research she did for us. She worked with us during the course of two months, and came up with hundreds of names, each with its own meaning and function.

What was your process for selecting River + Wolf?

I didn't know a lot about naming. I heard a podcast about naming companies that kind of introduced me to the concept. I ended up meeting Margaret through a friend, and she told me about her work and some of the product names she had developed through the years. I was so impressed with her, both from a business and perspective as well as from a creative perspective. Both my brother and I are musicians, and we felt a kindred spirit in Margaret.

What was the timeline of the project?

We worked with Margaret primarily during the summer of 2014. We started in July and wrapped up sometime in September or October. We launched the new name in January [2015].

RESULTS & FEEDBACK

What were the results of the project?

Sensory Percussion is our only product right now, but we're excited because it is getting a lot of attention from various bands. Yesterday, we demoed it to David Bowie's drummer, The Flaming Lips are using it, MIA's drummer, Son Lux, in Brooklyn, and a few well-known classical ensembles as well.

So, we're focusing on pushing that product right now. The Sunhouse name will have a bigger role in the future when it's the umbrella brand for what we hope is a wide range of products.

What differentiates River + Wolf from others?

I was impressed not only with the sheer number of names that River + Wolf developed for us, but also the amount of care that was put into each name. Margaret had a slide for each name, with the back story and how it was put together. There were a lot of names, but it wasn't like she was just throwing random names around to see what stuck. They all would have been excellent choices.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

Can a positive, also be a negative? Ha ha. Toward the end, the sheer volume of names became a little overwhelming as we were trying to narrow down the choices and Margaret kept adding more really good names. But, I suppose that is better than the alternative – too many good names as opposed to too few.

5.0
Overall Score We still email, and I send her updates on our progress as a company. It was definitely a positive experience. I love Margaret, and working with them was fantastic.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Any delays were on us.
  • 4.5 Cost
    Value / within estimates
    It was a big expense for a startup, but I'm confident that it was money well spent.
  • 5.0 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer
    My only hesitation, would be to say professional naming is not for everyone. However, if you're committed to the process, there's no one better at it than Margaret.

Naming for Social Impact Investment Firm

"They did whatever it took to make sure that they delivered creatively and professionally."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Originally engaged in naming a new impact investment firm, River + Wolf became a trusted communications partner. Services include refining statement documents and optimizing all outgoing communications.

The Reviewer
 
1-10 Employees
 
New York City
Steven Cayre
Founder, Bluefinch Investment
 
Verified
The Review
Feedback summary: 

River + Wolf prioritized delivering the right name, no matter how long it took. They listened carefully to pain points and desired outcomes, then worked hard to come up with the right solution. River + Wolf was a transparent and process-oriented partner.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your company.

Bluefinch Investments is an impact investment firm that seeks to accelerate the growth of social ventures through a combination of conscious capital and strategic advisory. At present, we're looking to invest in social entrepreneurs who have developed pragmatic market models to improve food systems.

What is your role and responsibilities?

I'm the founder and principal.

OPPORTUNITY / CHALLENGE

What was your motivation behind your work with River + Wolf?

We're a startup, and although I am passionate about this cause, I didn't have much work experience in the social entrepreneurship space before I started the company. When you're trying to get something off the ground, it's hard to be taken seriously in the marketplace without an identity and, obviously, the primary point of departure for your identity is your name.

Like most people, I was hesitant to contract with a naming company at first. However, once I realized the importance of the name, and how it has the potential either to be a heavy burden on your company that forces you to change course six months or a year down the road, or a springboard that can bring you brand-awareness probably before you deserve it. I decided to bring in an expert.

SOLUTION

Please describe the scope of their work.

Initially, it was just the name. But, one of the reasons we decided to work with River + Wolf in the first place is the experience Margaret [Wolfson, Principal of River + Wolf] has in all aspects of corporate communication, not just in naming. After we decided on Bluefinch, the scope grew to devising a mission statement and vision. Now, Margaret is on a retainer basis as a communications advisor. She helps review every piece of paper that is going to have public exposure.

What was your process for selecting River + Wolf?

We realized we were in over our heads not only with the creative process but with trademarking and finding a domain name. We initially interviewed three firms, and I would say the decision was made partly based on each of the firms' experience, but maybe even a bigger part was how we connected with them on an emotional level because a name is a very emotional thing.

I should say, too, that the transparency we found in our initial meetings with Margaret was important as well. She delivered a document to us at the first meeting, which was an explanation of what you should take into consideration when coming up with a name and how the naming process works. We felt that she was someone who is process oriented and didn't just came up with the name in the shower and said, "Here you go!" Ultimately, we had no reservations about our decision to go with River + Wolf.

Can you give a sense of the size of the initiative?

I know Margaret has a sliding scale for the different types of organizations she works with. As a social startup with no revenue, she was able to work with our budget. I would say the initial work was between $10,000 and $15,000, but we also now have Margaret working with us on a retainer basis.

What was the timeline of the project?

We wanted to get everything up and running as quickly as possible. I would say from the initial stages to completion, it was around four weeks.

RESULTS & FEEDBACK

What were the results of the project?

In terms of results, Bluefinch is continuing to grow, and we've only received positive feedback about our name. I was very happy with the quality of the work they provided, which is why I've continued to expand the scope of the engagement.

Is there anything unique or special about River + Wolf that really makes them stand out?

I would say the one unique attribute about working with River + Wolf and Margaret is their desire for the client to be happy with the results. In previous working engagements with creative firms, they'll present you three options, and you have to pick one of the three. If you don't like any of the three, they charge you again to come up with three more. I would say that River + Wolf listened to our pain points early and upfront, to understand not only the scope of the work but also what the desired outcomes were. Then, they did whatever it took to make sure that they delivered creatively and professionally.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

I'm happy to provide constructive criticism if I feel that I have something to provide but, in this case, I don't feel that there's anything. I don't want to make something up just to respond.

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

Renaming for Computer Software & Analytics Company

"The workflow was very clear and flexible as needed."

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

River + Wolf led the naming efforts for a computer analytics and software company. The team created a list of names that would be inspiring and fit the company's message. 

The Reviewer
 
11-50 Employees
 
New York
VP of Marketing, Computer Software Company
 
Verified
The Review
Feedback summary: 

River + Wolf was clear and understanding about the naming process. The team was transparent, constantly giving feedback and insight. Their responsiveness was also noteworthy. 

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

The company aims to use predictive analytics to make the food supply chain more efficient. I am the VP of Marketing.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire River + Wolf?

We hired River + Wolf to rename the company.

What were your goals for this project?

We wanted to find a long-term name that would be memorable, ownable, inspiring.

SOLUTION

How did you select this vendor?

They came highly recommended to us from another vendor we use.

Describe the scope of their work in detail.

They were very clear and methodical throughout the process, with written and verbal questionnaires and discussions, keeping us informed throughout as to their feedback and next steps.

What was the team composition?

We worked only with their principal, who was incredibly responsive and continues to be so even after the project was completed.

RESULTS & FEEDBACK

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

We have a clear understanding of the risks and benefits of our name.

How effective was the workflow between your team and theirs?

The workflow was very clear and flexible as needed.

What did you find most impressive about this company?

Their understanding of the legal limitations of naming as well as the wide net they were able to cast in order to present us with numerous options.

Are there any areas for improvement?

The way the names were presented was somewhat overwhelming - because there were so many good options - it may have helped to have it presented differently.

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
Verification

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GOLD VERIFIED
Business Entity
Business Entity Name
NYS Department of State
Status
Active
Jurisdiction of Formation
New York
Id
4537121
Date of Formation
Mar 3, 2014
Source
NYS Department of State
Last updated
Dec 24, 2018
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last updated
Jul 22, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
43
OVERALL REVIEW RATING
5.0
Source
Clutch
LAST UPDATED
August 13, 2020