Naming a family of electronic tax filing solutions

Catchword was engaged by Greatland to develop a naming strategy for the company’s family of web-based and software tax management, filing and reporting products. Once a strategy was in place, Catchword was tasked with actually naming the family and product brands. Yearli, the name we gave to the family brand, is both authoritative and friendly sounding, and clearly speaks to a set of annual use products. The descriptors, Core, Desktop, and Performance, either allude or speak directly to the basic, desktop, and more robust filing solutions, and help keep equity at the family brand level.