Catchword: DesignRush’s Featured Naming Agency

Since 1998, Catchword has established itself as a pioneer naming agency, offering bespoke creative solutions and full-service naming services for various clients, ranging from startups to industry titans. Specializing as a verbal and visual agency, it identifies creative opportunities to ensure name candidates will seamlessly integrate into the brand’s identity.

Catchword’s key naming services include naming architecture, trademark prescreening, linguistic analysis, and domain name development. The naming agency prioritizes high-impact handles that help improve customer awareness and brand recall, as reflected in its:

• 36 awards for naming and design
• 5.0 stars on Google Business Profile
• 25+ years of naming for startups and Fortune 500 companies

Catchword Has Been Entrusted for Its Naming Services by the Following Clients:

What a Naming Agency Can Do for Your Business

A naming agency specializes in creating brand names that resonate with your target audience and effectively communicate your brand’s identity. It helps businesses stand out in the market, create a strong brand reputation, and foster customer loyalty and engagement to increase revenue and achieve business goals. Key benefits include:

• Name development improves recall and positive awareness among your target markets
• Brand identity development creates a cohesive experience for all your business touchpoints
• Linguistic analysis uncovers the language patterns that prompt the desired response from your target audience
• Consistent branding builds trust and encourages customer loyalty

An expert naming agency like Catchword can help you achieve higher customer engagement. Overlooking linguistic nuances during name development can hurt how audiences perceive the brand and limit its ability to expand into new markets.

Why Choose Catchword for Your Next Naming Project

Catchword is known for:

• Its industry reputation as the #1 naming and branding agency across various online directories
• Its award-winning name development services that top corporations trust
• Its creative versatility and global network of name experts who ensure culturally appropriate and positive-sounding names for any language or country

Catchword Might Not Be the Best Fit For

While Catchword is a well-regarded naming agency, it might not be the best fit for:

• Small businesses with limited budgets
• Business looking for quick, off-the-shelf name development
• Companies looking for agencies with a strong focus on consumer research

Outstanding Naming Services Offered by Catchword

Catchword offers best-in-class naming services, including:

1. Company naming
   Catchword develops enduring and timeless names that capture the core values and mission of a business. By understanding the client’s unique value proposition and target audience, the agency creates names that positions the company for long-term success.
2. Product and service naming
   The agency also develops compelling names that highlight the unique benefits and features of a product or service. These names are designed to drive consumer interest and sales by clearly communicating the product’s reason-to-believe (RTB) and creating a strong brand identity.
3. Linguistic analysis
   Catchword’s team of veteran creatives and branding experts analyzes language nuances and cultural sensitivities to ensure your name is globally relevant and impactful. By examining word choice, sound, and meaning, the naming agency ensures its name candidates resonate with the target market.
4. Trademark pre-screening
   To help clients avoid costly setbacks, Catchword conducts preliminary trademark prescreening on finalist names. Its validation process combines Google screens, a proprietary vetting exercise called CatchAll, and in-depth prescreening through TrademarkNow, Corsearch’s premium search platform, to flag potential legal and marketing challenges early. This gives clients stronger candidates to take to their trademark attorney for formal clearance.
5. Naming architecture
   The company’s naming architecture service helps businesses create a clear and consistent naming system for their diverse product lines or services. It establishes a clear brand hierarchy and maintains a consistent brand voice. Catchword also makes the brand easy for consumers to recognize, which builds loyalty and makes future brand extensions easier.
6. Brand positioning
   By defining a unique selling proposition and aligning it with the target audience’s needs, Catchword empowers businesses to build strong, sustainable identities and creative handles that drive growth and success.
7. Domain naming
   Catchword helps clients secure domain names that align with their brand identity and enhance their online presence. It can assist in selecting and registering domain names that are memorable, relevant, and available, ensuring a strong online foundation for a client’s business.
8. Taglines
   Drawing on the agency’s expertise in language and consumer behavior, Catchword develops striking and impactful taglines that embody a brand’s messaging. These taglines can be used across various marketing materials to reinforce key messages and increase brand recall.

Catchword Has Made Its Mark in Different Industries

Catchword has successfully applied its naming expertise across various industries. The agency’s global linguistic experience has enabled it to deliver high-impact names and creative handles tailored to a brand’s positioning and values.

Let’s take a look at some of the notable results the naming agency has achieved for its clients from various verticals:

B2B tech

• Award-winning brand positioning and company naming services for Lumerate
• Rebranding strategy incresed brand visibility for Levata
• Company renaming and comprehensive linguistic analysis helped grow Upwork’s user base

Non-profit and Education

• Over 70 law schools consider adapting LawReady’s pilot program
• Multiple relevant media pickups and 2 industry awards for rebranding and naming services for PaperPie

Health and Biotech

• Well-received branding and naming campaign for Catalyx

Industrial and Energy

• Multi-awarded brand naming and identity services for Fullsight

Food and Beverage

• Successful name development increased product adaptability by major grocery stores achieved for Nature’s Promise

Transportation

• Comprehensive car naming and cultural research services for Volkswagen’s latest 7-seater SUV

See Why Businesses Choose Catchword for Exceptional Naming Services

1. Name Development and Strategy for a Global Communications Firm

"We have chosen Catchword as our go-to partner for naming related work in healthcare. We have engaged Catchword several times and our clients are always thrilled with their naming strategy counsel and actual name candidates. We've even brought them in to help with complex naming strategy issues regarding portfolio naming, including name development in the diagnostics space. Catchword is highly professional and dependable and produces high-quality work."

Camille DeSantis,
EVP, US Lead, Health Brand Development at Edelman

2. Timely Delivery of Name Candidates for a Software as a Service Company

"Catchword completed this work in a timely and efficient manner, and they provided us with the crucial creative we needed for what we believe will be a revolutionary product. While we are still finalizing the name choice, we are confident that we have what we need to go to market."

Angela DeRusha,
Director of Global Marketing at IDEXX Laboratories

3. Successful Rebranding for a Financial Technology Platform

"In just three months, they delivered a brand name that made us very happy. Overall, it was a successful project. Their process and expertise were outstanding. They were masters of their space."

Fritz Lauer,
Head of Marketing at Denim

Awards and Recognitions:

FAQs About Catchword

Q1: Why do businesses choose Catchword for naming needs?

A1: Businesses choose Catchword for their naming needs because of its proven track record, extensive expertise, strategic approach, and global perspective on name development processes. The naming agency has a team of experts that ensures its naming strategies are aligned with brand goals. Catchword’s capability to balance creativity with practicality in deriving brand handles helps businesses create memorable names that drive brand success.

Q2: What makes Catchword different from other naming agencies?

A2: Catchword stands out from other naming agencies because its leaders have professional and academic expertise in linguistics. The naming agency goes beyond creating catchy handles as it factors in cultural sensitivity and consumer insights. Catchword also implements a comprehensive research process to ensure that every name it proposes is tailored and relevant to the specific needs of its clients.

Q3: How does Catchword measure success?

A3: Catchword measures success by evaluating the impact of a name on a brand’s overall performance. It looks into factors, such as brand recognition, consumer preference, market share, and long-term brand equity. The naming agency also evaluates the name’s adaptability across marketing channels, its potential to work globally, and its longevity.

Q4: What is Catchword’s process for completing naming projects?

A4: Catchword’s process begins with an initial consultation to assess your naming needs. The full process includes the following steps:

• The agency meets with the client to understand their specific project needs.
• It then collaborates with the client and guides them through numerous rounds of name development.
• After the client narrows the list to a few finalists, the naming agency conducts preliminary trademark screening and social media availability, with optional linguistic and cultural screening to help ensure names are more likely to pass a full legal evaluation. Formal legal vetting is still needed from the client's legal team or an attorney.
• Beyond naming, the agency can also cascade the chosen name into a full branding strategy to better establish the client’s identity.

Throughout the campaign, Catchword fosters a collaborative work relationship with its clients and welcomes feedback.

Q5: What is Catchword’s average hourly rate and minimum budget?

A5: Catchword’s average hourly rate is $300+; however, because its services are bespoke, its minimum budget is available only upon request.

Case Studies by Catchword

To showcase the success that Catchword has achieved as a naming agency, our team of experts handpicked the following case studies. Each of them highlights unique challenges in various industries and the innovative name and branding solutions Catchword used to overcome them.

We chose these success stories because they show how Catchword’s names performed after launch, from industry awards and media coverage to expansion into new venues and markets.

Our selection process offers a broad view of Catchword’s ability to deliver high-value names for various industries and businesses, helping you understand how similar strategies might benefit your brand.

Explore these four case studies to see the real-world results Catchword has brought to its clients:

1. Gordon Desserts’ Rebrand to Mochidoki Led to an Award-Winning Verbal Identity

• Challenge: Gordon Desserts, a premium food company, introduced a new line of premium mochi desserts. It needed a name that captured the playful and indulgent nature of the product, while also hinting at its Asian heritage.
• Solution: Catchword developed the name “Mochidoki,” a combination of “mochi” and “okay-dokey.” The naming agency designed a memorable name that creates positive associations with the product, and nod to its Asian heritage.
• Results: The dessert company’s rebranding to Mochidoki resulted in business growth, with its product line being served at high-end restaurants, such as Nobu, Tao, and Wynn Resorts. It has also opened its first retail location, demonstrating the strength of the brand and the impact of the naming strategy, which also won a Sliver Award for Verbal Identity and London Internation Awards.

2. Rotten Tomatoes’ Popcornmeter Redefined Audience Media Scoring

• Challenge: Rotten Tomatoes, a popular film and television review site, needed a partner to create a more engaging name for its Audience Score. It needed a fresh perspective to develop a name that would reflect the overall enthusiasm of everyday viewers and connect with its professional critic scale, “Tomatometer.”
• Solution: A few hundred word pairings later, Catchword proposed the name “Popcornmeter,” directly evoking the moviegoing experience and its classic companion snack. The name also aligns seamlessly and intuitively with the existing Tomatometer, which made it instantly understandable to audiences.
• Results: The “Popcornmeter” branding successfully launched in August 2024, receiving positive media coverage. It has also inspired the introduction of a new verified ratings system, ranging from Hot to Stale, which further enhanced the user experience of Rotten Tomatoes.

3.TikTok’s ‘In the Mix’ Set the Trend as a Well-Recognized Cultural Experience

• Challenge: TikTok aimed to create a first-of-its-kind music event through its platform’s Live feature. It needed a name that would be memorable, easy to understand, and align with TikTok’s DNA of creativity and innovation.
• Solution: Having named other TikTok offerings, Catchword was already familiar with what works with the channel’s varied audience. After 2,000 generated event titles, the naming agency proposed “In the Mix,” conveying the idea of a live, dynamic music experience, where different artists and genres come together. The name also evokes a sense of community while positioning TikTok as a top discovery platform for emerging music.
• Results: The first “TikTok In the Mix” event was announced in October 2023, featuring a star-studded lineup and global live streaming. The event received significant media attention and positive feedback from fans, successfully launching a new chapter for TikTok’s real-world music experiences.

4. The North Face’s ‘Circaloft’ Named Best Sustainable Puffer Jacket of the Year

• Challenge: The North Face developed a new line of sustainable, high-performance insulated apparel. It wanted a naming agency partner that could name the clothing line while properly communicating the product’s unique properties, sustainability, and innovation.
• Solution: Catchword proposed the name “Circaloft.” It combines “circa,” referencing the circular economy and the product’s lifecycle, with “loft,” suggesting lightweight insulation, garments that float back into shape after compression, and aspiration toward a more sustainable future.
• Results: The North Face received positive reviews from consumers and the media, with Travel and Leisure naming Circaloft as the Best Sustainable Puffer Jacket of the year. The name effectively conveyed the product’s unique qualities and aligned with The North Face's commitment to sustainability.

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The Expert Team Behind Catchword

Beyond expertise, understanding the vision and values of a naming agency’s founders offers a glimpse into its culture and approach. At DesignRush, we try to understand how their beliefs and mindsets have shaped their work ethic, client relationships, and overall philosophy.

We also identify shared values among the founders and key team members, as these commonalities provide valuable insights into the agency’s unique ways of working and established best practices.

Catchword started as an idea shared by three language-loving co-workers and has since grown into a full-scale agency offering bespoke naming services. Led by Maria Cypher and Mark Skoultchi, Catchword is known for its team of naming veterans committed to providing creative handles that shape cultures and contribute to brand growth.

Maria Cypher

Role: Partner & Creative Lead

With a strong marketing background from Stanford GSB and previous experience as a magazine editor, Maria co-founded Catchword in 1998. The company has since grown into one of the top 100 women-owned businesses in the Bay Area and a leading naming and full-service branding firm in the industry.

Maria’s passion for language, coupled with her curiosity and meticulous nature, drives her work. She is also dedicated to mentoring aspiring namers, many of whom have become industry leaders.

Outside of work, Maria is the lead singer of the popular local cover band, Highway 13, and enjoys spending time with her three talented daughters.

Mark Skoultchi

Role: Partner & Account Lead

Mark Skoultchi is a seasoned naming and branding expert with nearly 30 years of experience building global brands. His expertise spans various aspects of brand development, including portfolio strategy, positioning, name development, and design. Mark has worked with numerous industry leaders, such as The Home Depot, Stryker, Volkswagen, Sub-Zero, Time Warner, Starbucks, Boston Scientific, and The North Face.

Mark thrives on complex branding challenges. He is more likely to discuss emerging theories on brand positioning than sports. When he's not immersed in the world of branding, Mark enjoys playing guitar, rowing, and designing merchandise for Catchword.

Under Maria and Mark’s leadership, Catchword has established itself as a leading naming agency, helping businesses strengthen their brands and grow.

Social Media Accounts of Catchword

• Instagram
• Facebook
• Threads
• LinkedIn

Why Catchword Is Our Featured Naming Agency

Our team at DesignRush conducted a thorough assessment of leading naming agencies. Catchword stood out due to its strategic approach, creative expertise, and client-centric focus.

Key Reasons:

• Strategic approach: Catchword uses data-driven insights and a deep understanding of brand strategy to develop effective naming solutions.
• Creative expertise: With a team of creative experts and veterans, Catchword generates innovative and memorable names, taking cultural and linguistic nuances into account.
• Client-centric focus: The naming agency prioritizes client collaboration, maintaining open and effective communication throughout the naming process.
• Trademark prescreening: Catchword runs thorough preliminary trademark screening on finalist names, helping clients spot potential conflicts early and go into formal legal clearance with stronger candidates.

DesignRush Seal of Approval

At DesignRush, we carefully review agencies to ensure they meet our high standards, and we found that Catchword is a proven top performer.

Our team was impressed by the agency’s creativity, strong industry reputation, and commitment to client success, which set them apart. For us, Catchword is a 5-star agency that consistently exceeds expectations.

The DesignRush Team

We believe partnering with a top-tier naming agency like Catchword can make a real difference in making your brand standout with a memorable name and identity, and we’re excited to help you take the next step.

Our Tips on How to Move Forward:

1. Contact the agency to schedule a meeting

Reach out to Catchword to book an initial consultation. Take this as an opportunity to get to know its team and discuss your business goals and expectations.

2. Prepare key questions to ask during the meeting

To ensure that Catchword is the best fit for your business, consider asking the following in-depth questions:

• Name development and ideation
  • What is your approach to naming development?
  • Why ask this? Knowing a naming agency’s internal workflow shows whether it aligns with yours.
• Industry experience and creativity
  • Can you share examples of successful naming projects you've completed?
  • Why ask this? Successful case studies demonstrate the agency’s capabilities and the quality of their work. Look for examples relevant to your industry or target audience.
• Brand strategy and positioning
  • How do you handle naming projects with multiple target audiences or geographic regions?
  • Why ask this? If your brand operates across diverse markets, it’s important to confirm that the agency has the linguistic expertise to develop a name that is catchy, easy to understand, and memorable across all your target markets.
• Trademark screening
  • How do you conduct trademark searches to ensure the name is legally available?
  • Why ask this? A reputable naming agency will run preliminary trademark screening to flag potential conflicts early, while being clear that formal clearance and legal advice should come from a trademark attorney. Knowing where the agency’s role ends helps you plan time for legal vetting.
• Feedback and revision process
  • How do you handle feedback and revisions?
  • Why ask this? An agency should be receptive to feedback and willing to adjust as needed to ensure the final name resonates with the right audience.
• Client collaboration and project management
  • How do you involve clients in the naming process?
  • Why ask this? Naming should be a two-way process. Look into how Catchword’s collaboration practices consider your inputs to ensure the final name reflects your brand vision and goals.

Need Further Assistance?

If you need further guidance on how to proceed, reach out to our team at DesignRush. We’re here to help you make the best decision for your business.

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