Catchword Branding

A software company formed by Facebook co-founder Dustin Moskovitz and programming whiz Justin Rosenstein is clearly not ordinary. So, the company’s name also needed to stand out from the IT herd.

Asana, a Sanskrit word conveying “yoga pose,” reflects the founders’ love of yoga and their quest for focus, flow, and clarity. It’s also an apt name for the company’s productivity platform, which enables team members to manage complex projects smoothly.

In 2015, Asana announced 100% year-on-year growth, with 140,000 companies using its platform to generate annual recurring revenue in the tens of millions. Namaste.

Volkswagen has some of the auto industry’s most iconic (and distinctive) cars and car names, from the Beetle to the Touareg. So we were excited when they called on us to name their sturdy 7-seat SUV, codenamed “CrossBlue.” Working with VW’s US, German and Chinese marketing teams, Catchword explored a broad range of messaging themes, and developed over 2500 name candidates. The global nature of the project meant we also carried out linguistic and cultural screening in 19 different languages, including Min Nan and Kejia Chinese. Atlas, the name VW decided to adopt, reinforces the vehicle’s size and strength and implies a titan among SUVs.

The margin for error was slim with these wireless fitness trackers. Successful names would have to be short enough to fit on the small devices, and match the snappiness of the mother brand. In addition, the names would need to fit within a larger portfolio of related products and still telegraph each product’s distinguishing features. For Fitbit’s entry-level device, Zip was in the zone, followed by One, which unifies data on exercise, calories burned, and sleep. Next came Flex, Fitbit’s first wristband, and finally Force, a fitness wristband to be reckoned with. All single syllable, all evocative, and all tied together by a common construction—a naming convention was born.

From the moment we heard about this online movie service, it had us under its spell. Users can instantly stream an almost infinite library of HD movies on demand—as well as new releases—directly to their Xbox 360®, PlayStation® 3, Blu-ray™ player, HDTV, iPad®, or computer. And the crispness of the definition and richness of the surround sound makes Vudu little short of … well, voodoo.

In 2014, Elance and oDesk, the two largest online platforms for connecting clients and freelance workers, decided to merge to better provide international services with their combined resources. They realized they could maximize impact by developing a new, unified brand. They called on Catchword to develop a new name that would capture their vision and inspire their global community of millions of independent professionals and the businesses hiring them. Upwork—the company’s new name as of May 2015—is as innovative and impactful as the company itself. The name invites you to reimagine how work happens today and suggests that the best talent is always up to the task.

NOTE: Upwork was named one of Inc. Magazine’s 10 best new company names of 2015! See here.

While consumers have many options for streaming music nowadays, most subscription-based services are focused solely on delivering as much music as possible, and provide little opportunity for artists and fans to interact in truly meaningful ways. Ursa, the name Catchword developed for an exciting new music engagement “ecosystem,” speaks to a constellation of streaming services and connecting in countless ways (features, music, people, etc.). It also recalls the major and minor scales (Ursa Major and Ursa Minor), and evokes an otherworldly music streaming platform.