About

With close to two decades of experience creating names—for over 500 clients—Catchword is a recognized leader in the field. Our process includes jaw-dropping creative ideation, meticulous screening, and near-fanatical dedication to client service. Our value proposition is, simply put: The best names, delivered by the most experienced and responsive professionals.

What Sets Catchword Apart?

A Process That Works, Consistently
Naming isn’t for the faint of heart. Start with the fact that it’s personal and subjective. Throw in a ludicrous trademark and domain-name landscape. Add in a few linguistic hurdles. Oh and while we’re at it, sprinkle in multiple decision-makers. What you have is a set-up for either disaster or, more likely, least-common-denominator creativity. Enter Catchword’s naming process, which we have been honing for almost two decades. How do we elicit the best naming feedback from clients? Who should be involved and when? How do we optimize a client budget for preliminary searches? Which countries are truly essential for linguistics screening? Whatever your issue, we’ve seen it before (probably a few hundred times) and have got you covered with a proven process.

Our Passion for Naming
We’re not the dabbling kind. We believe our success is the result of a singular focus on brand name development. Dedicate yourself to something and you can be the best at it, right? And lucky for us, we love what we do. From briefing to final name selection, we’re fascinated and inspired by the process of naming things. Our backgrounds in brand management, advertising, marketing, linguistics, law, and media are diverse (and pretty darned interesting) but have led us to the same passion for naming.

Quantitative Creativity
The challenge isn’t creating a few good names; it’s creating so many that there are still great options standing after legal, linguistics, and domain screening get in the way (and they will). Our secret weapon is Quantitative Creativity—by which we mean the creation of a staggering array of memorable, on-message candidates. In a typical project, we create more than 2000 names and screen hundreds for availability. Call it overkill, OCD, or perfectionism, but we think of it as standard operating procedure.

Breadth of Portfolio and Clientele
Our clients include titans like Intel, McDonald’s, Starbucks, Allstate, Johnson & Johnson, and Wells Fargo, as well as startups, mid-sized companies, and nonprofits. Like our clients, our name styles and tonalities span the spectrum—from descriptive to abstract, playful to professional. We would never be so diva as to say our names are all real words, or that we’d never deign to use the letter H. We are creatively agnostic—which actually means we’re more creative, not less. Our work is finely tuned to suit your business objectives, company culture, personal preferences, and legal and global realities. Take a look at our portfolio and clients and see for yourself.

How to Work with a Naming Company

Name Reviews

Today I ran across a brilliant name: Lemonade.

Lemonade is a fresh-squeezed, “still stealthy” insurance company, and though they haven’t totally revealed exactly how they plan on shaking up the traditionally hidebound, reviled industry, I’m already on board. Which is kind of a big deal—as a naming professional, I feel like I have a certain savviness and cautiousness about names—I don’t get swept off my feet too often. And as a consumer, I know I should really do my research—or at least read a few abstracts—before patronizing any company. But I am just so taken with this name that even though they’ve released barely any of the juicy details about their points of difference, I am behind them 100%.

The only part of the company’s industry disruption plan that we know about is that they hope to cooperatively reducing the number of false claims that eat up the time and patience of claims agents. As reported in TechCrunch, behavioral scientist and Lemonade executive Dan Ariely explains, “People feel justified in trying to screw up an insurance company. Dishonesty is influenced a lot by our ability to justify it. If we are dealing with a party that we think is immoral itself than we [are immoral] and justify it. We think that everybody else cheats… it feels like a victimless crime.”

The idea is that cultivating honesty all around will be better for both sides of the claims process, and with that in mind, the company aims to both design user experience around dissuading fraud, and cultivate a mutual respect and trust. Whether this succeeds is yet to be seen, but the name Lemonade is a great start, and my affinity for it is a testament to the power of friendliness and optimism in a generally antagonistic, miserable industry.

The name Lemonade derives, surely, from the adage that if life gives you lemons, make lemonade. As such, the name will perform strongest in among English speakers who know that phrase, but I reckon the thrust behind it will have passably universal appeal…Sugar is sugar, after all. And “~ade” suggests aid, which is another bonus for English speakers.

But most of all, the name is just good old-fashioned country sweet and simple. Whereas other industry titans employ names that suggest, “Trust us, we are the established professionals,” Lemonade says, “Let’s be friends.”

Today I ran across a brilliant name: Lemonade.

Lemonade is a fresh-squeezed, “still stealthy” insurance company, and though they haven’t totally revealed exactly how they plan on shaking up the traditionally hidebound, reviled industry, I’m already on board.

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