Catchword Brand Naming, Oakland | Sortlist

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Catchword Brand Naming Oakland, United States

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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.

Speaks English
5 projects in their portfolio
Works remotely across the globe
Sortlist member since 2021
Founded in 1998
12 awards conferred
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2 services offered by Catchword Brand Naming

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  • Description
    Catchword specializes in all things related to brand naming: • company, service, and product name development • naming strategy and architecture • tagline, name story, and brand copy development • trademark screening • linguistics and research • domain name services These days, in addition to creatively expressing brand essence in a way that’s magnetic, distinctive, concise, and long-lasting, name candidates must be ownable as a trademark, domain name, and social media handle; be acceptable in multiple linguistic and cultural contexts; and satisfy a large number of decision-makers. To ensure our clients clear these hurdles, Catchword has developed a naming process of best practices at every step—immersion through creative to screening and next steps. From the moment you engage Catchword to final name selection our team is focused on guiding you toward creative solutions that surprise and excite you and that are ownable and protectable as trademarks. Whether we’re developing a product name, a company name, a tagline, or brand copy, we want you to be wowed. As in, wow! that’s an awesome idea! and wow! that’s available as a trademark?!
    Skills in Branding & Positioning (6)
    Product NamingBrand NamingCompany namingnaming strategynaming architecturetagline development
    Works in Branding & Positioning (5)
    Indeed Flex, Indeed IQ: platform naming & strategy - Branding & Positioning
    Product naming: Attain by Aetna - Branding & Positioning
    Vantara: Company naming for Hitachi - Branding & Positioning
    Company naming for Asana - Branding & Positioning
    Clients in Branding & Positioning (5)
    FitbitConsumer Electronics | international
    AsanaSoftware & Computer Services | international
    Hitachi VantaraSoftware & Computer Services | international
    AetnaInsurance | national

    Learn more about Branding & Positioning

  • Description

    No description provided for this service.

    Skills in Copywriting (3)
    Brand StoryWebsite Copywritingtagline development

    Learn more about Copywriting

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5 projects performed by Catchword Brand Naming

Indeed Flex, Indeed IQ: platform naming & strategy
Indeed Flex, Indeed IQ: platform naming & strategy

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.

Branding & Positioning
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Product naming: Attain by Aetna
Product naming: Attain by Aetna

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.

Branding & Positioning
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Vantara: Company naming for Hitachi
Vantara: Company naming for Hitachi

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).

Branding & Positioning
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Company naming for Asana
Company naming for Asana

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.

Branding & Positioning
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Naming for Fitbit
Naming for Fitbit

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

Branding & Positioning
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Catchword Brand Naming was awarded 12 times

Clutch #1 Ranked Agency2020-12-01Naming
Clutch #1 Ranked Agency2019-12-01Naming
Clutch #1 Ranked Agency2018-12-01Naming
Clutch #1 Ranked Agency2017-12-01Naming
Hermes Creative Awards - Gold2020-08-01Brand Naming
Hermes Creative Awards - Gold2019-05-01Brand Naming
London International Advertising Awards2016-08-01Verbal Identity - Naming
MarCom Awards2020-09-01Brand Naming
MarCom Awards2019-09-01Brand Naming
Transform Awards2020-12-01Naming Strategy
Transform Awards2019-11-01Naming Strategy
Transform Awards2018-11-01Naming Strategy


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Contact details of Catchword Brand Naming


  • HeadquarterOakland, CA, USA

  • New York, NY, USA