409 13th Street, Oakland, California 94612, United States
Catchword Overview
Number of Employees
Under 49
Minimal Budget
Inquire
Average Hourly Rate
$250/hr
Year Founded
1998
Catchword is a trusted leader in naming and branding that's been creating impactful identities for clients worldwide since 1998. From offices in the San Francisco Bay Area and New York, Catchword helps clients express who, what, and why they are. Industry-leading brands such as Intel, Allergan, TikTok, Starbucks, HBO, and VW turn to Catchword for verbal and visual creativity, strategic insight, and expert guidance.
We believe the best work arises when blue-sky thinking is grounded in serious analysis and open-minded exploration complements time-tested process. At this intersection of rigor and intuition, amazing brands are born.
Our client engagements range from quick-turnaround projects with startups to retainer relationships with international Fortune 500s. Whether you're just getting off the ground, rebranding your company, or launching a new product, our goal is the same: to develop a timeless brand that resonates fully and authentically with target audiences and makes a mark in the world. Whether in the supermarket, at CES, or opening the New York Stock Exchange, the brands we help create tell enduring stories that become part of the very culture around us.
Catchword has received more awards for naming work than any other agency, including 8 Hermes Creative Awards, 6 MUSE Creative Awards, 6 Transform Awards, 6 MarCom Awards, 2 Creative Communication Awards, and 1 London International Award (LIA), as well as multiple honors for visual identity design and dozens for client satisfaction. Weve been ranked #1 for naming by Clutch since the category was introduced in 2017.
We believe the best work arises when blue-sky thinking is grounded in serious analysis and open-minded exploration complements time-tested process. At this intersection of rigor and intuition, amazing brands are born.
Our client engagements range from quick-turnaround projects with startups to retainer relationships with international Fortune 500s. Whether you're just getting off the ground, rebranding your company, or launching a new product, our goal is the same: to develop a timeless brand that resonates fully and authentically with target audiences and makes a mark in the world. Whether in the supermarket, at CES, or opening the New York Stock Exchange, the brands we help create tell enduring stories that become part of the very culture around us.
Catchword has received more awards for naming work than any other agency, including 8 Hermes Creative Awards, 6 MUSE Creative Awards, 6 Transform Awards, 6 MarCom Awards, 2 Creative Communication Awards, and 1 London International Award (LIA), as well as multiple honors for visual identity design and dozens for client satisfaction. Weve been ranked #1 for naming by Clutch since the category was introduced in 2017.
Catchword Services
Areas of Expertise
- Branding Expertise
- Graphic Design Expertise
Branding Expertise
Branding Expertise
- Brand Design
- Brand Messaging
- Brand Strategy
- Naming
Graphic Design Expertise
Graphic Design Expertise
- Visual Communication
Industries
- Software & IT Services
- Health Care
- Consumer Goods
- Fintech
- Food and Beverage
- Finance
- Corporate Services
- Automotive
- Media & Communications
- Transportation & Logistics
Client Types
- Startups
- Medium Businesses
- Enterprise / Corporate
Catchword Portfolio
- BrandingCar naming for Volkswagen
- BrandingRebranding a financial solutions company
- BrandingNaming Intel’s revolutionary technology
- BrandingCompany & product platform naming
- BrandingNaming wearable fitness trackers for Fitbit
- BrandingRebranding an educational publishing division of EDC
- BrandingCompany naming for Elance & oDesk
- BrandingBeverage platform naming for Starbucks
- BrandingTechnology naming for Corning
- BrandingRetail naming for Gymboree
- BrandingRebranding a leader in commercial insurance solutions
- BrandingNaming a premium confectionary product
- BrandingLeading cyber-security company renaming
- BrandingNaming a blended beverage line for Peet’s Coffee
- BrandingNaming a self-powered blockchain company
- BrandingSoftware naming for Adobe
- BrandingNaming innovative retail technology for HP
- BrandingFinancial naming for Wells Fargo
- BrandingNaming a new health insurance company
- BrandingNaming personal insurance products
- BrandingEducational game naming for LeapFrog
- BrandingProduct line naming for Dreyer’s
- BrandingPrivate-label beverage naming for Ahold
- BrandingPharmaceutical glass naming for Corning
- BrandingOngoing naming strategy and architecture
- BrandingNaming a new company for Hitachi
- BrandingGlobal health nonprofit naming and strategy
- BrandingNaming an innovative healthcare app
- BrandingNaming a home-grown American beer
- BrandingLifestyle product naming and strategy
- BrandingConsumer tech company and product naming
Catchword Reviews
Submit a review- Lumerate - umbrella company namingProject Type: BrandingReview Date: 29 November, 2022A Canadian company specializing in business and industry intelligence tools engaged Catchword to develop an umbrella company brand. After a detailed exploration of the company's business, culture and industry. Catchword guided the client through two rounds of name development followed by visual identity design. The client noted that Catchword routinely went the extra mile, including the development of brand exhibits to help with brand launch and is delighted with the company’s new name and look.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Witsby - naming a digital content delivery platformProject Type: NamingReview Date: 18 August, 2022Leading education organization ASCD engaged Catchword to name its new digital content delivery platform for K-12 professional learning and credentialing. The client wanted to be sure that the new name would stand out in a crowded market while communicating the benefits of the platform and [the] personality of the brand. The client was delighted with the outcome as well as the process, particularly the step-by-step guidance and high level of communication. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Tivly - company rebrandingProject Type: BrandingReview Date: 16 August, 2022CINET (Commercial Insurance.Net, one of the industry's best lead generators for businesses looking for insurance) engaged Catchword to develop a new company brand to express its growth beyond insurance. Catchword created new brand positioning, name, and visual identity. The client was delighted with how Tivly (positively, actively) speaks directly to the Yaysayers culture of the company and [was] impressed by the proactive project management and clear and engaging presentations.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Sagility - spinoff brandingProject Type: BrandingReview Date: 27 July, 2022International customer experience leader HGS planned to spin off its healthcare unit and hired Catchword to develop a name for the new company and create a brand story. Catchword did a deep dive into the client's business and culture and worked closely with the client team to create three different viable name candidates and brand narratives. The client was especially pleased with the Catchword team's responsiveness, expertise, creativity, and smooth project management.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Denim - company rebrandingProject Type: NamingReview Date: 9 June, 2022Denim (formerly Axle Payments) provides factoring services and a financial platform for freight brokers and intermediaries. The company was growing beyond trucking and needed a new name and brand to reflect its evolution. The client hired Catchword to develop the new name (including an exact .com domain), branding brief, and visual identity. The Denim team is thrilled with its new name and look. They commented that the Catchword team [is] truly [an expert] in branding with excellent insights.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Diagnostic product namingProject Type: NamingReview Date: 6 June, 2022Antech engaged Catchword to name several diagnostic tools and applications. Each project included an initial discovery phase to learn about the product, competitors, and the market and develop a naming brief. Catchword then created and presented two rounds of creative work using the brief as a guide. The client was impressed with the broad selection, strategic aptness, and creativity of the name candidates.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand Strategy, Naming and Tagline Development for Eggland’s Best New PackagingProject Type: NamingReview Date: 2 May, 2022Catchword helped a leading egg producer determine brand strategy, name, and tagline for its new packaging concept. The client needed guidance as to how to introduce the new look and feel while maintaining brand equity. The client is very pleased with the work and the process and notes that the quality and professionalism of the interactions [were] refreshing and that the team was supportive of [the] client's goals and mindful of timelines. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Naming and Naming Architecture for Stanford Global Health Women’s InitiativeProject Type: NamingReview Date: 29 April, 2022Catchword guided the Stanford Center for Innovation in Global Health through [a] naming strategy for the parent organization and developed a name for a new initiative that empowers women to be healthcare leaders worldwide. In addition, Catchword developed an extensive terminology list around the Centers work to assist the client with marketing. The client is extremely happy with the creative output, the Catchword teams ability to listen, and the efficiency of the process.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand Strategy & Renaming for Tulsa Federal Credit UnionProject Type: NamingReview Date: 12 April, 2022Catchword resolved a midsized credit union’s brand confusion through distinctive brand positioning and then developed a memorable new name and tagline to express the new strategy. The client described the engagement as a pleasure—professional, well-managed, high-quality—and plans to work with Catchword again.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand Strategy & Naming for Personal Care Product TechnologyProject Type: NamingReview Date: 4 April, 2022Catchword helped a leading wet wipes producer determine a naming approach and develop a name for a new product technology. [The] client was very pleased with how well the Catchword team understood the nature of the technology and how it worked on a practical level. The client felt the Catchword team [was an excellent communicator] and established a great workflow. Ultimately, the client liked so many of the names that Catchword provided they had a hard time choosing finalists.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand Renaming for Cloud Infrastructure CompanyProject Type: NamingReview Date: 15 March, 2022Catchword developed a new name for a company that had outgrown its existing brand. They escorted the client through a challenging project with an extremely smooth project management style. The client was particularly impressed by how deeply Catchword immersed themselves in the client’s business and differentiators. The client is thrilled with the final candidates, now in legal review.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand Strategy & Naming for an Interventional Medical DeviceProject Type: BrandingReview Date: 27 February, 2022The client is impressed by the speed and quality of Catchword's work [in] naming a high-profile new technology. The Catchword teams detailed SOW and timeline helped [the] client feel on track and grounded throughout, while the open and transparent communication guided the work. They built a strong partnership wherein the client feels truly listened to and eager to work with them again. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Brand & Name Creation for Life Science Services PlatformProject Type: BrandingReview Date: 19 December, 2021The team at Catchword delivered a brand name that received positive reactions from stakeholders and clients. Their communicative team produced work on time and budget. Their quick execution complemented their professional management style.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Product Naming for Global Professional Services FirmProject Type: NamingReview Date: 17 December, 2021Both sets of internal stakeholders were happy with [the] names decided on at the end of the engagement. The Catchword team managed the [project] efficiently, following a quick work pace and accommodating any feedback. Their customer service and level of experience made them a valuable partner. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Product Portfolio Naming for Cyber-Security CompanyProject Type: CybersecurityReview Date: 14 December, 2021The company and the Catchword team both came to an agreement on a communication plan that gave confidence to the company's internal stakeholders. The company is excited to reveal the fruits of [its] efforts and the accompanying results by the year 2021. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Naming Strategy for 3D Printing Services CompanyProject Type: NamingReview Date: 14 December, 2021The company launched the platform, and things played out better than they had hoped. Both the process and outcome exceeded the company's expectations. The company is no stranger to naming campaigns, and to have so many options was a testament to the talent the Catchword team possessed. (Verified via email)Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Rebranding Services for Auto Refinancing CompanyProject Type: BrandingReview Date: 1 December, 2021Catchword's guidance throughout the project resulted in an extremely positive outcome. Many of their drafts were what the client intended, and the chosen name ended up being fun to market. They provided a creative and personable workflow, as well.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
- Stack OverflowProject Type: NamingReview Date: 14 December, 2020The client was transitioning from a free platform to a SaaS company and engaged Catchword to develop a brand architecture and naming strategy for its growing portfolio as well as create brand names for several key products. The client chose Catchword for the agency's expertise and portfolio as well as the cultural "click," which made for a truly enjoyable collaboration. They also commented on Catchword's expert guidance and ability to address surprisingly complex naming questions.Rating:
- Work Quality:
- Timely Delivery:
- Responsiveness:
- Overall Costs:
- Your Satisfaction:
- Willing To Refer:
- Work Quality:
Catchword Team Bios
- Maria CypherPartner & Executive Creative DirectorFounder and Executive Creative Director of Catchword, Maria oversees all creative work at Catchword. She has created names for Starbucks, Fitbit, Wells Fargo, Unilever, Intel, and hundreds of other clients.
- Mark SkoultchiPartner & Senior Account DirectorHead of Catchword's East Coast operations, Mark leads all projects on the right coast, including projects for Volkswagen, McDonald's, PwC, BIC, Unilever, and countless others.
- Laurel SuttonSenior Strategist & LinguistLinguist, strategist, and co-founder of Catchword, Laurel oversees the agency's naming strategy and architecture work and global linguistic screening practice. She has managed projects for Cisco, Plantronics, Corning, and many others.
- Erin MilnesCreative DirectorErin has overseen creative development and contributed to strategy on countless projects for Catchword, including work for Walgreens, HP, Michelin, BIC, Intel, and The Home Depot.
- Leena MehtaAccount DirectorLeena spent many years in brand management at Estee Lauder and Bare Escentuals before joining Catchword almost a decade ago. Whether it's naming initiatives or strategy and architecture projects, she brings her CPG marketing experience to clients like Corning, Chobani, and Johnson & Johnson.
- Stevie BelchakSenior Naming ManagerA brand strategist for the last 10 years, Stevie has laid the steady foundation and necessary groundwork for companies large and small, working with the likes of Johnson & Johnson, Microsoft, AT&T, and more.
- Helen GouldSenior StrategistThere are few, if any, naming professionals with as much naming strategy experience as Helen. With a linguistics degree from Harvard and an MBA from Stanford, she has led verbal branding departments for two global branding agencies and in-house at eBay and PayPal.
- Chuck GuestCopy BossChuck started at Hal Riney & Partners on the account side, if only to justify his marketing degree from Santa Clara University. Creative was a better fit, and he went on to develop award-winning work at Chiat\Day and Young & Rubicam for well-known brands such as Gallo, Clorox, and Chevron.
Catchword Clients
- Intel
- Starbucks
- Fitbit
- Dunkin'
- The Home Depot
- PwC
- General Motors
- Uber
- Corning
- NBCUniversal
- Unilever
- Aetna
- Amazon
- Volkswagen
- Hitachi
- HP
- Allergan
- GE Healthcare
- Michelin
- AT&T