### Asana: Branding a Leader in Project Management Software

At Catchword, we take immense pride in having partnered with Facebook co-founder Dustin Moskovitz and Justin Rosenstein to create a brand identity that transcends typical Silicon Valley tropes. Our goal was to develop a name that stood out from the "IT herd" by tapping into the 10,000-year-old Sanskrit concept of Asana—the yoga pose—to bridge the gap between mindfulness and the business world's need for focus, flow, and clarity. We strategically chose this name for its global accessibility, easy vowel-consonant-vowel pronunciation, and a visual symmetry that perfectly reflects the balance of the platform itself. Seeing the brand grow from a unique, category-defying startup to a public company serving millions of customers in 190 countries validates our commitment to creating names that are not only memorable but truly endure the test of time.

### Versant: Branding NBCUniversal's Cable & Digital Spinoff

At Catchword, we were honored to lead the naming of NBCUniversal’s massive cable and digital spinoff, a new powerhouse entity housing iconic brands like USA, CNBC, MSNBC, and E!. We developed the name Versant, a coined term derived from versatile and conversant, designed to signal a company that is both highly adaptable and deeply fluent in the modern media landscape. This sleek, confident identity reflects a brand that is deeply engaged with its 70 million households, moving beyond its legacy roots to embrace a future of premium storytelling and strategic innovation. By choosing a name that is semantically open-ended, we’ve provided the new company with a scalable foundation that can evolve alongside the industry while remaining anchored in its role as a leader of global cultural conversation.

### ALSO: Branding Rivian's Micromobility Spinoff Company

At Catchword, we were thrilled to partner with Rivian to name their high-stakes micromobility spinoff, a project designed to tackle the global CO2 crisis by reimagining "last mile" urban transportation. To capture the brand's mission of expanding sustainable options, we developed the name Also, a short, internationally understood word that functions as both a founding philosophy ("we also need small electric form factors") and a strategic imperative to constantly improve transport. Strategically crafted to fit a wide range of future vehicles and accessories, the name helped propel the brand's 2025 launch into the spotlight, positioning the company to transform city travel across the U.S., Europe, and beyond.

### Macmillan Learning: Refreshing an Iconic Visual Identity in Education

At Catchword, we were tasked with transforming the visual identity of Macmillan Learning to reflect its evolution from a legacy publisher into a cutting-edge edtech innovator. Our team developed a comprehensive brand system and a radial logo suite that symbolizes the "core of knowledge" radiating outward, representing the diverse and boundless pathways of modern education. By unifying sub-brands like BFW Publishers, Achieve, and iClicker under a cohesive, digital-first aesthetic, we’ve positioned the company as an inclusive and aspirational leader in the learning space. The final identity—complete with custom iconography and a vibrant color palette—captures the spirit of "Learning Without Limits" and provides a scalable framework for their continued growth.

### Pippit: Branding a Leading Content Creation Platform

At Catchword, we were tasked by our long-time client ByteDance to rename their subscription-based video marketing platform, originally known as CapCut Commerce Pro. The existing name was not only a mouthful but also created brand confusion with their flagship editing app. We developed the name Pippit, a play on the pipit bird, which maintains the playful plosive energy of the original brand while introducing a breezy, uplifting personality. This new identity—complemented by the tagline "Create with wings"—transformed the tool into a distinct, verb-friendly brand that resonates specifically with the fast-paced needs of e-commerce creators and innovative e-tailers.

### Denim: Rebranding a Leader in Freight Logistics

At Catchword, we were tasked with rebranding Axle Payments to help the fintech leader move beyond its original "terrestrial vehicle" metaphor and embrace a more universal vision for global logistics. We developed the name Denim, a choice that perfectly encapsulates the brand’s reliability and "blue-collar tech" spirit—positioning their services as a durable, essential, and versatile fabric of support for the freight industry. Accompanying the name is a new visual identity featuring a nested "D" logo that conveys collaboration and forward motion, which launched alongside a successful $126m Series B funding round. This award-winning rebrand has not only modernized their market presence but also provided a scalable platform that reflects their mission to digitize the financial infrastructure of global commerce.

### Popcornmeter: Renaming Rotten Tomatoes Audience Score

At Catchword, we were tasked by Fandango to breathe new life into one of the most iconic brands in entertainment: Rotten Tomatoes. The challenge was to replace the functional but dry "Audience Score" with a proprietary name that felt like a natural sibling to the famous Tomatometer. After exploring hundreds of metaphors for community and cinema, we landed on Popcornmeter. This name perfectly captures the "everyman" moviegoer experience, aligns seamlessly with the brand's existing visual language, and is so intuitive that it feels as though it has always been part of the platform's DNA.

### Upwork: Branding the Leading Freelance Marketplace

When Elance and oDesk merged to create the world’s largest freelance marketplace, they turned to us at Catchword to develop a unified brand name that would resonate with their global community of millions. Our goal was to move beyond the "gig" connotation and create a name that captured their vision for the future of independent work; we ultimately delivered Upwork, a natural coining that positions the platform as a place to "up" one's game and elevate professional connections. We are proud to see the name support the company’s massive growth to over 12 million freelancers and its recognition as one of TIME’s 100 Most Influential Companies.

By: Chad Mayes, Capitol Advocacy

Catchword was engaged by a public affairs firm to refresh its company name and clarify its evolving brand identity. The project included discovery sessions, competitive analysis, iterative name development, and preliminary trademark guidance. Although the client ultimately chose to pause before finalizing a name, Catchword’s process helped establish a clear strategic foundation and produced a strong shortlist of viable options. The client emphasized the team’s organization, flexibility, and clear communication, and expressed interest in continuing the collaboration.

By: Leticia Gutierrez, Anonymous

Catchword supported an automotive battery technologies and energy storage solutions company in naming three new connected services solutions within a newly formed business unit. The work included strategic briefing, development of a portfolio naming convention, and creation of hundreds of name options with curated shortlists and rationale. Despite an accelerated timeline and evolving stakeholder input, Catchword delivered on schedule and adapted quickly to changes. The client highlighted the team’s creativity and their ability to align naming recommendations with broader brand strategy and product architecture.

By: Kyonda Cooper, Anonymous

Catchword partnered with a biotechnology research company to name a product development service platform and a product recommendation engine supporting a two-tiered B2B offering. The engagement included in-depth discovery, industry and competitive analysis, and multiple rounds of prescreened name development prepared for trademark review. Throughout the process, the team demonstrated a strong understanding of the company’s technical landscape and global market considerations. Catchword maintained organized project management, delivered on schedule, and provided thoughtful rationale for each recommendation. The client valued the team’s strategic perspective and consultative approach, noting that the final naming solutions were well received internally and supported broader marketing and launch objectives.

By: Donny Hoye, TailFin

Catchword worked with Tailfin, formerly ClientPayDirect, a fintech company to develop a new brand name and visual identity as part of a broader rebranding effort. The engagement included defining messaging and positioning, generating a wide range of creative name options with supporting rationale, and developing multiple identity concepts. The team adapted to a tight timeline while maintaining strong communication throughout the process. The client reported that the final name and identity were enthusiastically received internally and credited Catchword’s strategic and creative approach with helping reshape how the company positioned itself in the market.