◈ Homepage — https://catchwordbranding.com/Skip to content CONTACT US #1 RANKED NAMING & BRANDING AGENCY Catchword brands are part of the fabric of everyday life—in the grocery aisle, on screens, and at the NYSE opening bell. For nearly a decade, we’ve been voted the top naming firm in the world. But naming doesn’t happen in a vacuum. The strongest names are born from solid strategy, customized research, and distinctive visual identity. As a result, we’ve built deep expertise across each of these disciplines. Today, we deliver the full continuum of brand creation—strategy, research, naming, and visual identity. But our mission remains the same: to help clients develop unforgettable brands that make a mark on their industries and the world. BUILD YOUR BRAND NAMING Company naming for leading freelance marketplace STRATEGY IDENTITY Visual identity and brand strategy for leader in education NAMING IDENTITY Company naming and visual identity for freight-factoring solutions NAMING Renaming of Rotten Tomatoes’ Audience Score aggregator STRATEGY NAMING Naming and naming system for Cheez-It snack products NAMING Company and platform naming for leader in workflow management VIEW MORE WORK BRAND STRATEGY Setting the foundation for naming and design Brand Positioning Brand Purpose Brand Architecture Brand Voice Brand Messaging Brand Governance BRAND NAMING The service that made us famous Company Naming Product & Service Naming Domain Name Strategy Nomenclature Systems Taglines & Descriptors Trademarks & Linguistics VISUAL IDENTITY Bringing names to life through design Logos & Wordmarks Visual Systems Iconography Style Guides Business & Marketing Templates Packaging Design BRAND RESEARCH The backbone of every successful brand Customer Research Brand Equity Research Cultural & Linguistic Research Validation Research Quantitative Methodologies Qualitative Methodologies LEARN MORE FRESH PRAISE We are in love with our new company name and identity and thankful to Catchword for the outstanding work they did to rebrand our company. We’re also thrilled that, while it was outside the scope of this project, we landed on a name for our consumer-facing platform, which will receive a separate brand rollout in 2026. Donald Hoye, CEO, TailFin (formerly Client Pay Direct) CASE STUDY Ranked Naming & Branding Agency # 1 Naming & Branding Projects 0 + Creative & Branding Awards 0 + Clients Across Every Industry 0 + Fortune Global 500 clients 0 + Years Ranked Top Naming Agency 0 VIEW ALL ACCOLADES West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms ◈ Interior Pages — 15 pages crawledBrand, Company & Product Naming Agency | Top-Rated Naming Firm By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us #1 Ranked naming & branding Agency Catchword brands are part of the fabric of everyday life—in the grocery aisle, on screens, and at the NYSE opening bell. For nearly a decade, we’ve been voted the top naming firm in the world. But naming doesn’t happen in a vacuum. The strongest names are born from solid strategy, customized research, and distinctive visual identity. As a result, we’ve built deep expertise across each of these disciplines. Today, we deliver the full continuum of brand creation—strategy, research, naming, and visual identity. But our mission remains the same: to help clients develop unforgettable brands that make a mark on their industries and the world. build your brand #1 naming & branding Agency For nearly a decade, we’ve been voted the top naming firm in the world. But naming doesn’t happen in a vacuum. The strongest names are born from solid strategy, customized research, and distinctive visual identity—so our services encompass the full continuum of brand creation. Our mission has always been the same: to help clients develop unforgettable brands that make a mark on their industries and the world. build your brand NAMING Company naming for leading freelance marketplace STRATEGY IDENTITY Visual identity and brand strategy for leader in education NAMING IDENTITY Company naming and visual identity for freight-factoring solutions NAMING Renaming of Rotten Tomatoes’ Audience Score aggregator STRATEGY NAMING Naming and naming system for Cheez-It snack products NAMING Company and platform naming for leader in workflow management VIEW MORE WORK BRAND STRATEGY Setting the foundation for naming and design Brand Positioning Brand Purpose Brand Architecture Brand Voice Brand Messaging Brand Governance BRAND NAMING The service that made us famous Company Naming Product & Service Naming Domain Name Strategy Nomenclature Systems Taglines & Descriptors Trademarks & Linguistics VISUAL IDENTITY Bringing names to life through design Logos & Wordmarks Visual Systems Iconography Style Guides Business & Marketing Templates Packaging Design BRAND Research The backbone of every successful brand Customer Research Brand Equity Research Cultural & Linguistic Research Validation Research Quantitative Methodologies Qualitative Methodologies LEARN MORE FRESH PRAISE We are in love with our new company name and identity and thankful to Catchword for the outstanding work they did to rebrand our company. We’re also thrilled that, while it was outside the scope of this project, we landed on a name for our consumer-facing platform, which will receive a separate brand rollout in 2026. Donald Hoye, CEO, TailFin (formerly Client Pay Direct) CASE STUDY Ranked Naming & Branding Agency # 1 Naming & Branding Projects 0 + Creative & Branding Awards 0 + Clients Across Every Industry 0 + Fortune Global 500 clients 0 + Years Ranked Top Naming Agency 0 VIEW All accolades West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Asana | company naming by Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio The leading productivity company and its platform Company and platform naming A software company formed by Facebook co-founder Dustin Moskovitz and programming whiz Justin Rosenstein was clearly not ordinary. It needed a brand that stood out from the IT herd and transcended Silicon Valley startup tropes. Tapping into a 10,000-year-old practice, Asana, the Sanskrit word conveying “yoga pose,” connected the founders’ deep belief in yoga mindfulness with the business world’s quest for focus, flow, and clarity. The result: a productivity platform enabling team members to manage complex projects smoothly with a category-defying name proven to stand the test of time. Asana is not just a lovely word. As a Sanskrit term that’s part of yoga’s basic vocabulary, it’s familiar to audiences all over the world. Plus its vowel-consonant-vowel construction makes it easy to pronounce for speakers of just about any language. Its symmetry both expresses balance and provides rich options for visual identity. In a marketplace of brands that was filled with descriptive-leaning names, Asana was unique, engaging, and highly memorable. And, like yoga, the name has continued to be effective and relevant, standing apart from the dozens of competitor brands that have followed. After a decade of explosive growth, the company went public in 2020. It now serves millions of customers in 190 countries at some of the best-known companies in the world (Google, Amazon, Uber, Spotify, Deloitte). Fast Company designated Asana one of the World’s 50 Most Innovative Companies in 2021 “for helping teams meet their goals.” Client Asana Industry B2B Tech B2C Tech Service Platform Naming Brand Architecture Company Naming Product Naming Linguistic & Cultural Analysis NOT JUST A YOGA POSE​ Great names express a message integral and authentic to the brand. Asana’s dedication to balance and intention is an essential part of the company culture: it’s made Inc.’s Best Workplaces list for five years in a row, was recognized as a Best-Led Company by Inc. in 2021 (the first year of that list), and Fortune named it one of the Best Workplaces for Women and for Parents four times. “We have built and nurtured our culture with the same care and intentionality that we’ve invested in designing our product. It’s not just about doing the right thing; these efforts are essential to maximizing the longevity and success of our business.” Dustin Moskovitz | Co-founder and CEO, Asana Related Case Studies FICO Brand Architecture Vertiv Farcast West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Privacy Policy - Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us Privacy Policy What personal data we collect and why we collect it Contact form data If you use our contact form, we receive the email address, telephone number, and other data you enter. We will use this information to contact you about your branding needs. Blog subscription data We keep email addresses and first names in our mailing list. If you are subscribed to our blog, CatchThis, you will receive notifications of new posts. We also occasionally (a few times per year) send out announcements about other special Catchword news. If you wish to unsubscribe, you may do so at any time by clicking Unsubscribe in your notification email. Do we share your data? We do not share mailing list or contact form data with anyone outside of Catchword except as might be required by law. How long we retain your data If you have completed our contact form, we will keep your project and contact information indefinitely. If you are subscribed to our blog, we will keep your contact information until you unsubscribe. How we protect your data We use Mail Poet and Google Drive to store our mailing list. We keep information from our contact form on our private company server. West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Recognition - Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us Recognition Catchword has won dozens of awards for naming and branding creativity and strategy from organizations including London International Awards (LIA), Hermes, MarCom, Transform, and Muse. We’ve also consistently been ranked #1 in naming and branding globally (among thousands of firms) by Clutch, the leading online agency-review site, and even top in the world for B2B services of any kind (that’s #1 out of more than 150k agencies). You’ll see a selection of our awards below. In the Testimonials section, you’ll find excerpts from our clients, reflecting their views on Catchword’s client service, creativity, process, communication style, and more. To read the full reviews click on the Clutch widget, where it says “Catchword Reviews.” Read the full reviews on clutch Awards Clutch | 2017–2025 #1 Naming Agency Worldwide X9 Hermes Creative Awards | 2019–2023 EXCELLENCE IN BRAND NAMING X7 Clutch | 2019–2025 Top Branding Agency Worldwide X7 Transform Awards | 2018–2023 EXCELLENCE IN NAMING STRATEGY X6 MUSE Creative Awards | 2020-2025 Excellence in BRAND Identity X10 MARCOM Awards | 2023 LOGO DESIGN X1 Creative Communications Awards | 2022–2023 CORPORATE IDENTITY & BRANDING X3 Hermes Creative Awards | 2023–2024 Company & Product Branding X2 MARCOM Awards | 2019–2022 Excellence in Brand Naming X6 DesignRush | 2019, 2022 Top Branding Agency X2 99 Firms | 2021–2025 TOP Naming firm X5 LIA (London International Awards) | 2016 Verbal Identity X1 Influencer Marketing Hub | 2021–2025 Top Branding Agency X5 digital | 2020 top branding agency X1 Truelist | 2020–2025 leading Branding Agency X6 UpCity | 2021–2025 top naming agency X5 The Manifest | 2022 Global Creative & design awards X1 San Francisco Business Times | 2021–2022 top women-owned business X2 Transform Awards | 2023 visual identity design X1 Clutch Global 1000 | 2018–2024 top b2b service provider worldwide X7 tESTIMONIALS "Basically, all we had to do was tell them what we need, and they’d get it done. We were working with groups of pretty tough stakeholders. Catchword was instrumental in helping us navigate those conversations. We’ve continued to work with them over other providers because of their skills and professional approach to each project." Global Brand Strategy PwC "The process was absolutely fabulous. You went above and beyond. It was a HUGE success. Please feel free to use me as a reference for any future clients. I would be honored." VP Media & Engagement Unilever North America "We hired Catchword to assist with name development, ... positioning work to define messaging for the brand, as well as logo, identity, and packaging design. Catchword impressed across the board. ... They combine unparalleled branding and naming expertise with high-level creative thinking and super smooth project management, and we wouldn’t hesitate to hire their team again." Associate Director of Product Marketing, diagnostics & therapeutics company "We needed a name that captured attention, was true to our vision and would thrive in every corner of the world. Catchword led us through the whole process ... starting with thousands of names and landing on the perfect one." Chief Marketing & Corporate Communications Officer EVERSANA "The Catchword team are truly experts in the field of naming and have a passion for linguistics, naming, and marketing. While they are extremely creative, they are grounded in reality and have a solid understanding of trademark law. ... They are very talented, and I personally have learned a great deal from them during the last several years." Global Director Corporate Marketing & Branding Corning "Catchword really delivered on all fronts! They were a great strategic and creative partner, meticulous in their research and discovery, thoughtful and smart in developing their recommendations, and remarkably creative. We wouldn’t hesitate to recommend them to other companies (especially large, global companies with complex internal teams)." Sr Dir Global Marketing, digital solutions co. 50k+ employees worldwide "Unlike some other consultancies we’ve worked with in the past, Catchword seems to be highly respected and liked by all our internal collaborators across our various divisions. Everyone is very happy with the work. They ... scale with great ease from tactical to strategic projects." Brand Manager Plantronics/Poly "If I had to point to one thing that most impressed me about Catchword, it would be the range, suitability, and appeal of the names they developed. To have as many name options as we did, that we genuinely liked, was both surprising and extremely impressive. We liked so many of Catchword’s names we had trouble deciding which names to test!" Director Strategy & Insights CPG company "From the upfront research to inform their strategy recommendations to the name ideas they developed for our products, they demonstrated tremendous expertise, intelligence, and creativity. From the outset, they felt like an extension of our team, like colleagues we had worked with for years." Director of Product Marketing IT services company "Catchword functions as an extension of our team. In 100% of the naming projects they've done, we've adopted and used the name they came up with. Their team is awesome. I have such peace of mind in working with them. I wish I could have somebody at Catchword on call at all times. " Brand Director Global professional services network "Company personality + quality/quantity of results = Impressive! I can't stress enough the quality of work that Catchword has provided us." Creative Service Manager Credit Union "Catchword is a great partner because they work quickly, can clarify an abstract type of work, and are cost-effective. In fact, they’re better at keeping tabs on our spending than we are." Senior Director Global Product Marketing Global jobs and hiring platform "At every step, Catchword impressed me. From their initial deep dive into our organization to the killer creative they delivered, their team exceeded expectations and validated our decision to hire them. Top-notch naming agency." Director of Marketing Shapeways "Catchword also has the ability to ask the correct questions to pull out the information necessary to assist with architecture planning. They did not shy away from examining thorny issues and asking the tough questions—as an objective third party, they were able to provide a voice and perspective that just isn’t possible from within the organization." Marketing Director BlackBerry "We had a fantastic experience working with Catchword. We met sales goals, and the market response was positive. Working with them is a seamless and efficient experience. Expect a skilled and responsive team that meets deadlines." VP of Marketing SportsEngine, NBC Sports Group "They’re a wonderful team of great listeners who ... provide incredible insights into the branding process. Instead of coming in with preconceived notions, they listened to what we wanted and took it to the next level. Trust them because they know what they're doing. We learned, we created, and we had a great time." Leadership Content Lead Stanford Global Health "Their team is very experienced and smart, highly organized, and excellent at guiding a group through the surprisingly challenging exercise of name development. What impressed me most was their dedication to our project and the way they integrated themselves into our team." Global Product Manager Medical device company "They figured out where we wanted to end up and the most practical way to get there. They immediately assimilate into solving the problems our team is facing. I wish we’d embedded them within our team from the start. " Brand Director Networking solutions company "We went in with high expectations, and Catchword’s work far exceeded them. They Catchword Award-Winning Naming & Visual Design Services By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us naming & Branding services Whether you’re launching a startup or reshaping a global brand, Catchword brings clarity and creativity to your next chapter. We offer naming, visual identity, strategy, and research—spanning everything from name architecture and legal/linguistic screening to domain brokering. We also develop the wordmarks, logos, and core design elements that bring your brand to life. Let's make your mark. Naming The biggest brand names are more recognized than Renaissance masterpieces and A-list celebrities, and they invite us to participate in the stories of our time. Catchword’s naming services, honed over a quarter century, have yielded a truly remarkable chronology of names that have become part of common parlance. We’ll create a company or product name for you that authentically expresses your own mythos. Company Naming Product & Service Naming Domain-Name Strategy Nomenclature Systems Taglines Trademark & Linguistics Screening Learn More visual identity Life is visual. It isn’t complete without color and form, and neither is your brand. Our visual identity services include logos and wordmarks, templates, and comprehensive style guides that richly and seamlessly help bring your new name to life. Logos & Wordmarks Visual Systems Iconography Style Guides Business & Marketing Templates Packaging design Learn More BRAND STRATEGY Brand strategy is about defining your purpose, positioning your brand in the marketplace, and creating a cohesive plan that connects with your audience. Our approach blends insight and creativity to deliver strategies that resonate, inspire, and elevate your brand to new heights. Brand Positioning Brand Purpose Brand Architecture Brand Voice BRAND Messaging Brand Governance RESEARCH At Catchword, research is the backbone of every successful brand. We dig deep into the data to uncover key insights about your audience, competitors, and market. Our comprehensive research services provide a clear, actionable roadmap that ensures your brand stands out and stays ahead. customer research Brand Equity Research Cultural & Linguistic Research Validation Research Quantitative Methodologies Qualitative Methodologies Selected Work Fullsight Vudu Fitbit Wearables How can we help you? Brand naming and visual identity are bigger challenges than most people realize, with the need to create distinctive names and logos that are legally available, culturally and linguistically appropriate, and appealing to a diverse group of stakeholders. Where do you begin? We’d be happy to chat about your naming and design needs. let’s talk HAPPY CUSTOMERS, HAPPY AGENCY. Catchword kudos WHY CATCHWORD? 10 reasons to choose Catchword West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Catchword Branding | Contact Us By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us How can we help you? WHAT SERVICES ARE YOU INTERESTED IN? Naming Visual Identity Brand Strategy Research Please select at least one of the above services Naming includes: Company Naming, Product & Service Naming, Domain-Name Strategy, Nomenclature Systems, Taglines, Trademark & Linguistic Screening Visual Identity includes: Logos & Wordmarks, Visual Systems, Iconography, Style Guides, Business & Marketing Templates, Packaging Design Brand Strategy includes: Brand Positioning, Brand Purpose, Brand Architecture, Brand Voice, Key Messaging, Brand Governance Research includes: Customer Research, Brand Equity Research, Cultural & Linguistic Research, Validation Research, Quantitative Methodologies, Qualitative Methodologies HOW DID YOU LEARN ABOUT CATCHWORD? Select all that apply General internet search ChatGPT Google AI Summaries Personal referral News story or blog post LinkedIn / social media Clutch The Manifest DesignRush Other Submit General Inquiries [email protected] Media Inquires [email protected] West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Follow Us LINKEDIN Subscribe to CatchThis™, our insights and resources newsletter: Email Subscribe West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Popcornmeter | Entertainment Product Naming By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio Hot new name for the audience score Renaming Rotten Tomatoes' Audience Score Background & Challenge Launched in 1998, Rotten Tomatoes is the world’s most recognized site for film and television reviews, recommendations, and opinions. Its famous Tomatometer score reflects the percentage of positive reviews from professional critics, while its (till now) prosaically named Audience Score reflects the enthusiasm of everyday viewers. Looking to reinforce and elevate the Rotten Tomatoes brand with a more proprietary name for Audience Score, parent company Fandango reached out to Catchword for a fresh take. Naming the Brand The new name would need to easily connote reviews from everyday folk while pairing naturally with Tomatometer . After exploring hundreds of ways to express everyday audience members ( folk, real, people, peanut gallery, average Joe, peer, crowd, pop, hive… ), accolades and scores ( buzz, props, poll, meter, likes, index, say, clap… ), and more than a few food and tomato references ( vine, crushin’ it, ripe, kernel, salsa… ), Catchword recommended Popcornmeter . The name instantly communicates the idea of audience member over critic and aligns perfectly with RT’s existing iconography. As a totally intuitive parallel to the well-known Tomatometer, the rename requires virtually no marketing, and most users will probably forget there ever was an Audience Score. Client Fandango Industry Media & Entertainment Service Product Naming Outcome Popcornmeter rolled out in August 2024 with broad media coverage and inspired a new Verified ratings system of Hot (3.5 stars or higher) and Stale. Related Case Studies TikTok In the Mix Storyscape Ripple Networks West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Catchword portfolio: brands that shape our culture By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us Culture-shaping brand NAMES & VISUAL IDENTITIES Our brand names and identities are everywhere, from grocery shelves to auto showrooms to sports arenas. Explore a selection of the brands our team has created over the past 25 years. Load More VIEW FULL PORTFOLIO We’re not the only folks who love our work Catchword kudos West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT TailFin | Rebranding an innovative tailspend payment company By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio Built to Fly Finance company rebranding Catchword was engaged by fintech startup Client Pay Direct (CPD) for a comprehensive rebrand to replace the original, functional-yet-no-distinctive name and establish a cohesive, future-proof identity for the company’s automated disbursement platform. Catchword’s work involved developing a strategic name that would resonate with the company’s core focus on high-volume, low-dollar transactions—known as “tail spend”—while positioning the brand as a modern, end-to-end solution for finance teams. The resulting name, TailFin , is highly compelling because it successfully blends a powerful, intuitive metaphor—evoking a sense of guided movement and control—with a direct reference to the company’s market niche. The accompanying visual identity is equally effective: the TailFin logo is a sleek, abstract mark, often stylized as a dynamic fin, which visually reinforces the brand’s key attributes of forward momentum, precision, and efficiency, all while maintaining a modern, professional, and trustworthy aesthetic that aligns with its financial technology audience, shifting the perception of the brand from a descriptive product to a trusted, expert partner that simplifies complex compliance and accelerates payments. Client TailFin (Formerly Client Pay Direct) Industry Finance & Professional Service Company Naming Visual Identity Related Case Studies Moody’s Maxsight Lightspeed Denim West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Catchword Branding | Contact Us By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us How can we help you? WHAT SERVICES ARE YOU INTERESTED IN? Naming Visual Identity Brand Strategy Research Please select at least one of the above services Naming includes: Company Naming, Product & Service Naming, Domain-Name Strategy, Nomenclature Systems, Taglines, Trademark & Linguistic Screening Visual Identity includes: Logos & Wordmarks, Visual Systems, Iconography, Style Guides, Business & Marketing Templates, Packaging Design Brand Strategy includes: Brand Positioning, Brand Purpose, Brand Architecture, Brand Voice, Key Messaging, Brand Governance Research includes: Customer Research, Brand Equity Research, Cultural & Linguistic Research, Validation Research, Quantitative Methodologies, Qualitative Methodologies HOW DID YOU LEARN ABOUT CATCHWORD? Select all that apply General internet search ChatGPT Google AI Summaries Personal referral News story or blog post LinkedIn / social media Clutch The Manifest DesignRush Other Submit General Inquiries [email protected] Media Inquires [email protected] West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Follow Us LINKEDIN Subscribe to CatchThis™, our insights and resources newsletter: Email Subscribe West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Catchword company naming | Upwork By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio The leading freelance marketplace Company naming for global freelance work platform After Elance and oDesk—the world’s largest freelance marketplaces—merged in 2013, they decided to rebrand under a unified name to maximize international impact. They called on Catchword to develop a name that would capture their vision and inspire their global community of millions of independent professionals and the businesses hiring them. The name Upwork is as innovative and impactful as the company itself, which has grown to more than 12 million registered freelancers worldwide and been named the #1 freelance platform. The company has won dozens of awards for its platform and has been recognized for its excellence as an employer. TIME named Upwork one of the 100 Most Influential Companies of 2022. The name, a highly natural coining, positions Upwork as more than a gig marketplace, but a place that reimagines and elevates independent work—where workers and businesses alike can up their game. Client Upwork (formerly Elance-oDesk) Industry B2B Tech Service Platform Naming Company Naming Linguistic & Cultural Analysis “Our mission to create economic opportunities so people have better lives has taken us so much further. As a result, we’ve become the world’s work marketplace where every day businesses of all sizes and independent talent from around the globe meet here to accomplish incredible things.” Hayden Brown | President & CEO, Upwork Related Case Studies Arcesium Aquata & Opterra Artica Decoder ZeroIn West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Macmillan Learning | A Visual Identity for Learning Without Limits By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio Learning Without Limits Education company visual identity development Macmillan Learning, a leader in education, has evolved from a traditional publisher into a dynamic edtech innovator, offering platforms, content, and research that empower “Boundless Learning” for students and institutions alike. To reflect this transformation, our agency reimagined their visual identity, creating a cohesive logo suite and brand system that unifies Macmillan Learning, BFW Publishers, and their digital platforms, Achieve and iClicker. At the heart of the new identity is a radial logo symbolizing the core of knowledge radiating outward—representing diverse learning pathways, connection, and growth. With a modern, digital-first aesthetic, multi-dimensional colors, and an expansive iconography system, the identity communicates innovation, accessibility, and aspiration. The resulting brand system—including logos, icon and image libraries, typography, color palette, and a fully updated style guide—positions Macmillan Learning as a forward-thinking, inclusive, and inspiring force in the educational landscape. Client Macmillan Learning Industry Nonprofit & Education Service Visual Identity Related Case Studies GALvanize Alluma Archer West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Cheez-It Snap'd - Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio snack food naming A light, crispy, and curvy new Cheez-It snack product When Kellogg’s approached Catchword to name its exciting new Cheez-It snack food, we immediately requested samples. You know, for creative inspiration. The new snack had all the crispiness and 100% real cheese of the original Cheez-It baked cracker but with a new curvy form factor and even more satisfying crunch. These irresistible bites were just as munchable, bingeable, and delicious as we expected. After we developed more than 1,600 names for the product, Kellogg’s adopted Snap’d, underscoring a crunchy, crispy mouthfeel and establishing a new and distinctive name style for the Cheez-It brand. Client Cheez-It Snap’d Industry Food & Beverage Service Product Naming Related Case Studies Dunkin Croissant Stuffers Beach St. Sam ’76 West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Denim: rebranding a fintech company | Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us View Portfolio Financial solutions for freight that wear well Fintech company rebrand The financial needs around freight transport are complex, far more complicated than most people realize. Literally tons of goods need to get from here to there, which means millions of invoices, payments, collection, and more. Founded in 2017, Axle Payments was created to enable freight brokers to work smarter and grow faster by automating their back office and facilitating the free flow of data and working capital. By helping to digitize the financial infrastructure of freight and logistics, Axle Payments was opening up the cash flow bottleneck that slows down commerce and weakens businesses. But the company’s founders—two childhood friends passionate about how tech can transform transportation—wanted to do more. They saw beyond truck shipping finance to logistics in other areas, including aviation and rail. And when the pandemic exposed the fragility of today’s supply chains, they began to think about a universal, resilient freight payments network for moving all goods worldwide. This vision required a brand that wasn’t tied to a terrestrial vehicle metaphor. They turned to Catchword for a new name and visual ID. Axle was built on practical tech by and for real working people, which Denim, the name Catchword developed, encapsulates perfectly. This company and its offerings are versatile and durable, your go-to, a tightly woven fabric of software and services you can trust to get the job done. It is reliable, essential, and universal—and as game-changing as the fabric that made America. The name is graphically rich, which inspired the denim blue of the new visual identity. The logo starts with a variation on the capital D, with nested shapes that convey collaboration, support, and the ordered complexity that is logistics. The negative space at left forms an arrow, communicating forward motion—both the literal movement of goods and the progress the company enables. The wordmark is simple (all lowercase, sans serif) and stylish, just like blue jeans. The company announced the rebrand in 2022 following the close of a $126m Series B, The positioning and brand pillars Catchword developed appear verbatim on the new site and are evident throughout the company’s marketing materials.   AWARD WINNER MUSE Creative Awards, Gold, Corporate Identity Redesign Hermes Creative Awards, Honorable Mention, Company Branding Client Denim (formerly Axle Payments) Industry B2B Tech Finance & Professional Service Brand Positioning Company Naming Visual Identity Weaving it all together The final step of our full brand projects is to create several brand applications and the style guide, which outlines the remaining visual identity elements, such as color palettes and typography as well as how to properly deploy the different elements of the visual identity. We compile these design guidelines with the brand positioning into an easy-to-use brand book, an invaluable reference for clients to ensure brand consistency across the company and across touchpoints. the usual is not an option In a field of names like Convoy, Haul Pay, and eCapital, Denim is unexpected, making it stickier and more engaging for customers and underscoring the company's no-more-business-as-usual philosophy. Denim is unique, but not at all weird. The sweet spot is easy to say and spell with a meaning that’s familiar and a metaphor that’s not. Another bonus of the unexpected metaphor? Trademark and domain acquirability—the client wanted an exact .com and got it with denim.com. “We chose Catchword over four other agencies that we’d whittled down from a list of 30. … In just three months, they delivered a brand name that made us very happy. … They are masters of their space. … Engage and take their directions and exercises seriously. They have excellent insights, so trust the process.” Fritz Lauer | Head of Marketing, Denim Related Case Studies XCELIS Fill the Glass Allstate House and Home West 3645 Grand Avenue, Suite 206 Oakland, CA 94610 East 260 Madison Avenue New York, NY 10016 Linkedin CONTACT US ©2026 Catchword. All rights reserved Privacy Terms SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT SERVICES PORTFOLIO ABOUT INSIGHTS CONTACT Terms and Conditions - Catchword By visiting our site, you agree to our privacy policy regarding cookies, tracking statistics, etc. Read more Accept Decline Skip to content Contact Us Terms and Conditions Agreement between User and https://CatchwordBranding.com The Site https://CatchwordBranding.com website (“Site”) is comprised of various web pages operated by The Cypher Group, LLC (dba “Catchword Branding”). The Site is offered to you conditioned on your acceptance without modification of the terms, conditions, and notices contained herein (the “Terms”). 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