ONE OF THE LARGEST US BANKS

In our multi-year partnership, we worked to not only to transform the namescape from ho-hum to brand-bombastic, but also worked closely with leadership to make the order, flow and outcomes of internal naming processes more successful. In naming all of the bank’s credit cards, we created a namescape strategy to reach a more upmarket audience while still retaining their bold yet approachable brand personality. Behind this great namescape is, of course, namescape-driven culture. Key outcomes of our internal naming work are:     Name Type Continuum Checks Our famous Name Type Continuum became ingrained at Capital One as a key project tool across all business segments on all name development projects. Stakeholder Engagement Process modifications to include c-level leadership earlier and more regularly throughout the naming process.

When naming their credit cards, the strategy focused on creating active, dynamic names that signal not a destination, but the start of a customer’s personal journey. Each name was crafted to break from traditional prestige-based naming, instead emphasizing motion, individuality, and purpose. Together, these names reflect a consistent, bold naming convention that aligns with the brand ethos.

When the bank needed a succinct yet powerful name for their online-first checking and savings accounts we delivered. The name had to balance a customer-friendly approach, aiming to preserve the trust and benefits its users had come to expect, while reflecting a modern, comprehensive approach to banking.