Catchword

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  Pete Bastedo

  CEO at Lumerate

  Lumerate - umbrella company naming

  Project Type: Branding

  Review Date: 29 November, 2022

  A 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.

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  Penny Reinart

  Deputy Executive Director at ASCD

  Witsby - naming a digital content delivery platform

  Project Type: Naming

  Review Date: 18 August, 2022

  Leading 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)

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  Kim Read

  General Manager at Tivly (formerly Commercial Insurance.Net)

  Tivly - company rebranding

  Project Type: Branding

  Review Date: 16 August, 2022

  CINET (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.

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  Anand Biradar

  Senior Vice President at Sagility (formerly HGS Healthcare)

  Sagility - spinoff branding

  Project Type: Branding

  Review Date: 27 July, 2022

  International 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.

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  Fritz Lauer

  Head of Marketing at Denim (formerly Axle Payments)

  Denim - company rebranding

  Project Type: Naming

  Review Date: 9 June, 2022

  Denim (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.

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  David Eaton

  Vice President of Commercial Marketing at Antech Diagnostics

  Diagnostic product naming

  Project Type: Naming

  Review Date: 6 June, 2022

  Antech 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.

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  Roger Koman

  Vice President at Eggland’s Best

  Brand Strategy, Naming and Tagline Development for Eggland’s Best New Packaging

  Project Type: Naming

  Review Date: 2 May, 2022

  Catchword 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)

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  Shereen Bhan

  Acting North America Program and Global Leadership Development Director at WomenLift Health (program of Stanford Global Health)

  Naming and Naming Architecture for Stanford Global Health Women’s Initiative

  Project Type: Naming

  Review Date: 29 April, 2022

  Catchword 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.

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  Alisha Bratt

  Creative Services Manager at WeStreet Credit Union

  Brand Strategy & Renaming for Tulsa Federal Credit Union

  Project Type: Naming

  Review Date: 12 April, 2022

  Catchword 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.

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  NDA

  Director, Strategy & Insights at Wet Wipes Producer

  Brand Strategy & Naming for Personal Care Product Technology

  Project Type: Naming

  Review Date: 4 April, 2022

  Catchword 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.

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  Guilherme Soubihe

  CEO at Maxihost

  Brand Renaming for Cloud Infrastructure Company

  Project Type: Naming

  Review Date: 15 March, 2022

  Catchword 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.

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  Megan Rudolph

  Global Marketing Communications at Boston Scientific

  Brand Strategy & Naming for an Interventional Medical Device

  Project Type: Branding

  Review Date: 27 February, 2022

  The 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)

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  Sarah Zwicky

  Chief Marketing & Corporate Communications Officer at Eversana

  Brand & Name Creation for Life Science Services Platform

  Project Type: Branding

  Review Date: 19 December, 2021

  The 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.

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  Siobhan Ford

  Purpose & Inclusion Marketing at PwC

  Product Naming for Global Professional Services Firm

  Project Type: Naming

  Review Date: 17 December, 2021

  Both 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)

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  Jeremy Hutcherson

  CMO at SecureAge Technology

  Product Portfolio Naming for Cyber-Security Company

  Project Type: Cybersecurity

  Review Date: 14 December, 2021

  The 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)

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  Rhonda Giedt

  Director of Marketing at Shapeways

  Naming Strategy for 3D Printing Services Company

  Project Type: Naming

  Review Date: 14 December, 2021

  The 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)

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  Marketing Manager

  Marketing Manager at Tech-enabled auto refinancing company

  Rebranding Services for Auto Refinancing Company

  Project Type: Branding

  Review Date: 1 December, 2021

  Catchword'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.

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  Joy Cicman Liuzzo

  Director of Product Marketing at Stack Overflow

  Stack Overflow

  Project Type: Naming

  Review Date: 14 December, 2020

  The 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.

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Catchword Team Bios

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  Maria Cypher

  Partner & Executive Creative Director

  Founder 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.
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  Mark Skoultchi

  Partner & Senior Account Director

  Head 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.
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  Laurel Sutton

  Senior Strategist & Linguist

  Linguist, 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.
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  Erin Milnes

  Creative Director

  Erin 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.
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  Leena Mehta

  Account Director

  Leena 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.
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  Stevie Belchak

  Senior Naming Manager

  A 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.
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  Helen Gould

  Senior Strategist

  There 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.
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  Chuck Guest

  Copy Boss

  Chuck 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.