group experience:
The Naming Group brings together over fifty years of naming and brand development experience. Over the course of our careers at top branding and naming agencies, Nina Beckhardt, Oneida Ramirez, Stu Nitekman, Kathy Flaherty and Phyllis Nordstrom have worked with top brands spanning all major industries - from healthcare to financial services to consumer packaged goods. What makes us different? Our Group Experience. While we all have different individual experiences working with top brands at prior companies, our biggest asset is the number and caliber of name development projects that we have completed as a team.
Mission >> Capital One needed a name for their travel rewards credit card which reached a more upmarket audience while still retaining their bold yet approachable brand personality.
Accomplished >> We created Venture a name that speaks not only to travel but to adventure, of course, with a maverick, not-your-typical-credit-card-name type of flair. Being recognized by Money Magazine in May 2010 as a top rewards credit card, this name has certainly set Capital One off on the right foot!
Mission >> EPSON needed a name for their revolutionary, new interactive projector. This projector is an industry game-changer in that it eliminates the need for an interactive whiteboard (IWB). A true missing link to the educational equation, it allows schools with limited budgets who can’t afford IWB’s to be connected to innovative learning experiences. Accomplished >> In creating the name BrightLink, we emphasized the connection between the projector and the computer, between the student and the learning experience and of course highlighting the interactive nature of the projector.
In Spring 2009, we cooked up several naming projects for ConAgra Foods. Expect some tasty new names in mid 2010.
Mission >> Dow Jones was looking to name a new financial career resource website as part of The Wall Street Journal online. The objective was to create a name for a site that would not only act as a job posting board but that would provide inside information on trends in the financial industry and “help guide you through the finance job market and propel your career.” Accomplished >> We developed the name FINS.com which acts as a strong double entendre in that “fins” is short for “financial” and speaks to the idea of steering and propulsion.
Mission >> PUMA needed a name and brand platform for their new, revolutionary lightweight shoe technology targeting their urban contemporary “sportlifestyle” demographic.
Accomplished >> Speaking to the lightweight quality of the shoe (weighing in at a mere 173 grams!), the beauty of the name L.I.F.T. is that it can stand alone as a name. Being an acronym which speaks to the unique production method (Light Injected Foam Technology) only strengthens the name.
Mission >> Experian was looking for a name for their new extended warranty website. They were seeking a name that was approachable yet communicated protection and assurance. Accomplished >> The name Green Umbrella does just that and also conveys a clear visual which acts as a mnemonic device, aiding in brand recognition and recall. Not to mention, it made for a great logo, too. Visual translation is something we keep in mind for every naming project.
We provided name and tagline development for an exclusive apparel line for retail leader, Walmart.
We worked with Mercedes Benz North America to develop the name for their in-vehicle telematics system, "mbrace", a name that connotes being supported and cleverly nods to the parent brand in the first two letters.
We have worked together with Target on multiple projects, including name development for products within their Archer Farms grocery label.
We have provided name development for Viridian Energy and Environmental, an environmentally focused design, construction and energy consulting firm.
Mission >> When Solar Works and Solar Wrights, two of the largest alternative energy companies in the Northeast, merged, they needed a new name – and one that didn’t limit them to solar power. Accomplished >> We developed the name “Alteris Renewables” - an elegant, uplifting and phonetically precise way to say “alternative.”
Mission >> Buffalo BioSciences needed a name for their revolutionary new dental technology parent company and product. The name need to speak to the mission of this industry-altering tooth-brushing system: to empower elderly and disabled people through improved oral health. Accomplished >> We did just that with Eledent, a name that clearly communicates the focus being on teeth with a positive prefix of “Ele-” alluding to elegance, elements (essentials) and elevation.
The aforementioned companies, product names and logos are trademarks ® tm, of each of their respective companies. The Naming Group was created in October of 2009. Our "Brand Experience" includes work while at prior naming companies. Our "Group Experience" primarily includes work for Namebase, a brand naming agency, where Nina Beckhardt, Oneida Ramirez, Stu Nitekman, Kathy Flaherty and Phyllis Nordstrom first worked creatively together before launching The Naming Group. The Naming Group is not affiliated with Namebase.
