Freeman, a global leader in event management, marketing, and design, engaged Catchword to develop organization logic and naming architecture for its large portfolio of existing and upcoming products. Customers were having trouble navigating the wide range of products to find what they needed. Catchword recommended grouping the products by customer role as well as product offering. We suggested a suggestive, real English word approach for names of featured products (which the company planned to trademark), with descriptive names for the remaining products and services. Single words would be easy to remember for end customers as well as event staff. Freeman rolled out its new strategy over two years, with eight new names from Catchword.
Client
Freeman
Industry
B2B Tech
Service
Brand Architecture
