naming strategy and architecture

Naming strategy and architecture

Indeed, the world’s #1 job site, came to Catchword after years of explosive growth. They needed a way to simplify their portfolio of offerings, which had been named on the fly and were a mix of descriptive names (Indeed Resume), branded names (Indeed Prime), and suggestive names (Indeed JobSpotter). Additionally, the names needed to be understandable or translatable for jobseekers in more than 60 different countries, speaking 28 languages. Catchword helped implement a stronger masterbrand system that establishes a clear hierarchy and consistent naming guidelines, as well as provides greater consistency and a common set of tools for use across Indeed’s ecosystem. Through our retainer relationship, Catchword continues to assist Indeed with naming on a day-to-day basis.
B2B Tech, B2C Tech
Brand Strategy & Architecture

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