Catchword is a trusted leader in brand name development, creating impactful names for clients worldwide in every sector since 1998. With offices in the San Francisco Bay Area and New York City, Catchword helps companies—from startups to Fortune 50s—find that most important band asset, their name.
Whether for a single engagement or a long-term retainer relationship, clients turn to Catchword for company and product naming, naming strategy and architecture, and taglines. Long-term clients include PwC, McDonald's, Cisco, and The Home Depot. A few of the well-known brand names Catchword has created include Asana, Flex and Charge for Fitbit, Vudu, Upwork, FireEye, Popchips, Fibrance for Corning, Rancher's Reserve for Safeway, Optane for Intel, Refreshers for Starbucks, and Attain for Aetna.
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Project made for Indeed in the Human Resources industry for a B2B / B2C audience in 2021.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). They also needed names for two new platforms: * Indeed was bringing the UK's leading online recruiting platform to the US. This platform gives instant access to jobs and enables workers to choose the shifts that fit their life while helping employers find the temporary staff they need. * The second platform helps large recruiting teams optimize ad spend and meet hiring objectives by displaying the right jobs, in the right place, to the right candidates.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.For the platforms, we developed Indeed Flex, to clearly express its flexibility for workers and employers, and Indeed IQ, to communicate the platform's streamlined intelligence.
Project made for Aetna in the Insurance industry for a B2C audience in 2017.Attain: Naming an innovative healthcare app for AetnaCatchword developed the name for health insurance giant Aetna’s first-of-its kind health app, designed in collaboration with Apple.The service is a highly personalized watch-based app that helps Aetna members stay healthy and achieve their wellness ambitions through straightforward, daily prompts.It combines a member’s health history with their Apple Watch® activity to provide custom goals, achievable actions, and big rewards—like a new Apple Watch or gift cards from popular retailers. The app helps coordinate every aspect of your health, from activity, nutrition and sleep tracking and recommendations to managing medical appointments, healthcare costs, and more.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 screen and be easily understood by customers with limited English.
Project made for Hitachi Vantara in the Software & Computer Services industry for a B2B audience in 2016.Naming a new company for HitachiTech giant Hitachi saw a tremendous opportunity to create value for customers by merging existing subsidiaries into a new business dedicated to data-driven solutions. The new company would combine the expertise of Hitachi Data Systems (data center infrastructure), Hitachi Insights Group (internet of things), and Pentaho (analytics).
Project made for Asana in the Software & Computer Services industry for a B2B / B2C audience in 2008. Asana: Company and product platform naming Founders Dustin Moskovitz and Justin Rosenstein met while leading Engineering teams at Facebook. As operations scaled, they grew frustrated by how difficult it was to coordinate everyone to get work done, and how much time they spent in meetings, sending emails, and searching for information.To help everyone track their work, they built an internal tool, and time spent on "work about work" dropped. Everyone moved forward with more confidence and clarity. Inspired by how much more they could do by helping teams everywhere achieve greater clarity, Dustin and JR founded Asana, which has become the leading productivity platform.
Project made for Fitbit in the Consumer Electronics industry for a B2B / B2C audience in 2015. Naming wearable activity trackers for Fitbit: Zip, One, Flex, Force, Charge, Surge, Blaze