changing the way brands name

Alteris

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."

Chevrolet Sonic

Mission: The first of many names (stay tuned!) created in our ongoing partnership with GM: developing a dynamic, globally evocative name to re-energize their Chevrolet Aveo model - one that captures the jazzy aesthetic of the reengineered design.

Accomplished: Introducing Sonic. It's fast, energetic, literally loud, and will therefore help Chevy stand out in the global crowd - while at the same time synergistically meshing with the new class of action-oriented Chevy models. The Sonic launched with great fanfare at this year's Auto Show circuit - and is sure to hit the streets with gusto in 2012.

Capital One Venture

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!

Sony PROFORMA

Mission: Sony Electronics developed a high-end series of home entertainment furniture and accessories, delivering smooth, stylish design to complement smart functionality: invisible mounts, swivel mechanisms, and conveniently intuitive design. The offerings complement all home entertainment brands and needed a cohesive identity to align and elevate the portfolio in a way that would stand out in the bustling home entertainment department.

Accomplished: The Naming Group worked with Sony to hone a positioning strategy, developing a crystallized naming strategy: capturing both the form and function of the brand in a name that accentuates the upscale tone and smart design of the product line. PROFORMA does just that, emphasizing professional-grade furniture that brings elegant design into your home.

PUMA L.I.F.T.

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.

EPSON BrightLink

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: BrightLink evocatively captures the core benefit of the projector: connecting students with interactive content via this (literally) bright link. With an emphasis on bright design and equally bright outcomes, the name projects an energy that suits the dynamism of teachers who use BrightLink to revolutionize the classroom experience.

Dow Jones Fins.com

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.