Catchword

Catchword Services

• Branding
• Naming
• Creative Agency Services

Catchword Portfolio

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.

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

Catchword Awards

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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 was refreshing and that the team was supportive of client goals and mindful of timelines.

  Rating:

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  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 was refreshing and that the team was supportive of client goals and mindful of timelines.

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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 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 Center’s work to assist the client with marketing. The client is extremely happy with the creative output, the Catchword team’s ability to listen, and the efficiency of the process.

  Rating:

  • Work Quality:
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  Catchword guided the Stanford Center for Innovation in Global Health through 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 Center’s work to assist the client with marketing. The client is extremely happy with the creative output, the Catchword team’s 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.

  Rating:

  • Work Quality:
  • Timely Delivery:
  • Responsiveness:
  • Overall Costs:
  • Your Satisfaction:
  • Willing To Refer:

  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.