Catchword recognized with 2019 Transform Award for Attain by Aetna

By Catchword

November 14, 2019

The Transform Awards has honored Catchword for its achievement in naming strategy for Attain by Aetna.

“This year saw a 70% increase in entries and superlative work was submitted across all sectors,” Transform’s Antonino Lupo said. “The standard of entries was exceptionally high. Each winner demonstrated the imagination and creative power to stand out from the crowd.”

It is the second time in as many years that Catchword has taken home a trophy—in 2018, the first year Catchword entered the international competition, the company received a bronze award for Soluna.

“We are thrilled and proud to be recognized by the Transform Awards for the second year running,” said Catchword principal Mark Skoultchi.

Attain by Aetna℠, which the company designed in collaboration with Apple, is a highly personalized watch-based app that helps Aetna members achieve their wellness objectives through straightforward, daily prompts.

The app combines a member’s Apple Watch® activity with their health history to develop custom, achievable goals. And to help motivate members to stay on track, it offers rewards like a new Apple Watch or gift cards from popular retailers.

The name Attain, bold and slightly tech-y in tone, instantly expresses the empowerment and satisfaction of achieving your health goals through daily activity.

Attain’s brevity and simplicity suggest that working toward better health can be a straightforward process, available to anyone. And the name’s alliteration with Aetna (and Apple, coincidentally) helps make it more memorable and fun to say as well as offering a graphical symmetry between the company and product.

The name’s brevity also ensures that it will appear in full in app stores and on small screens and be easily understood by customers with limited English.

The app was announced in January 2019 and became available in the Apple App Store in early May, with about 300,000 downloads during the initial rollout.

Transform, the global magazine for rebranding and brand development, honors and rewards the most innovative, creative, and successful brand work across the world each year.

Congratulations to the Catchword and Aetna teams!


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