Catchword

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Overview

$10,000+

Min Project Size

10 - 49

Employees

1998

Year Founded

ABOUT CATCHWORD

#1 RANKED NAMING & BRANDING FIRM on CLUTCH

Catchword is a leading global branding and identity agency that assists organizations in defining and communicating their identities—strategically, verbally, and visually. Since 1998, we have collaborated with clients ranging from startups to Fortune 100 companies to develop brands that influence markets and remain relevant over time. Operating from offices in the Bay Area and New York, we offer a comprehensive range of branding services—including naming, brand strategy, brand architecture, and visual identity—driven by profound strategic understanding and creative excellence. Prominent companies like TikTok, NBCUniversal, and Rivian have sought Catchword's expertise in naming, while others like Macmillan Learning, Catalyx, and Fullsight have relied on us for unique visual identities. Additionally, McDonald's, Roku, Corning, and FICO have engaged our services for brand strategies that align business objectives with customer expectations, and organizations like Moody's, Keysight, Freeman, and RMS have turned to us for careful brand architecture that clarifies intricate portfolios and promotes growth. Whether it's creating a new name, re-envisioning a visual identity, or establishing a comprehensive brand foundation, Catchword delivers the insight, creativity, and thoroughness necessary to ensure that every representation of your brand is both inspired and purposeful.

Languages Spoken

English

HIGHLIGHTS

$10,000+

Min Project Size

10 - 49

Employees

1998

Year Founded

Services

Focus

Industries

Clients

Services Provided

40% Brand Identity Design

30% Logo Design

20% Brand Guidelines Development

10% Pitch Deck & Presentation Design

About the Team

OUR STORY

Our Narrative We are Catchword, a diverse group of experts in naming, strategy, linguistics, writing, and design, drawing from backgrounds in marketing, linguistics, art, and music. Established in 1998, we have evolved from a small boutique into an internationally recognized naming and branding agency, completing over 1,300 projects for more than 650 clients, including 50 Fortune Global 500 companies, and receiving over 100 awards. We specialize in creating innovative brand names, naming strategies, and verbal identities, combining extensive industry knowledge with a track record of client success.

Portfolio

Fitbit: Naming wearable fitness trackers

Fitbit

Fitbit was established in 2007 with the innovative concept that combining sensors and wireless technology could revolutionize fitness and health. This sparked a movement that has fundamentally altered how we engage in physical activity. While Fitbit's early products, Tracker (2009) and Ultra (2011), were gaining attention, they had not yet achieved widespread adoption. To help Fitbit name its third and transformative fourth generation of trackers, which were the first designed to be worn like watches, Catchword collaborated closely with the company. The new names needed to reflect the catchy nature of the brand, highlight each product's unique features, align with the existing product names, and allow for future naming opportunities. The entry-level device was aptly named Zip, followed by One, which consolidated information on exercise, calories, and sleep. These two devices were the first to utilize Bluetooth 4.0 / Bluetooth Smart technology for syncing with iOS and Android devices, as well as the Fitbit website. Following these came wristbands named Flex, Force, and Charge. All the names are brief, engaging, dynamic, and share a consistent naming structure, establishing a convention that persists today. In 2009, Fitbit received the Innovation Honoree and Best in Health & Wellness awards at CES. By 2016, it was recognized as one of the 50 Most Innovative Companies by Fast Company and achieved the Deloitte Fast 500 North America distinction. As of 2020, Fitbit had sold over 120 million devices and developed a thriving community of 29 million active users. Google acquired Fitbit in 2021.

Atlas: Car naming for Volkswagen

Volkswagen

Volkswagen is known for its iconic cars and memorable model names, ranging from the Beetle to the Touareg. Therefore, we were excited when they tasked us with naming their new 7-seat crossover SUV, which is positioned between the longer Tiguan and the more luxurious Touareg. Collaborating with VW’s marketing teams from the US, Germany, and China, Catchword explored a wide array of themes, such as geometry, words starting with "T" (to align with existing model names), unusual animals, and culturally significant names, resulting in over 2,500 potential names. Given the global scope of the project, we also conducted linguistic and cultural evaluations in 19 languages, including Min Nan and Kejia Chinese. The name "Atlas" underscores the vehicle's size and strength, suggesting it stands as a giant among SUVs. Launched in 2017, this model has become a top seller, receiving high praise from Consumer Reports and being named “Best Family SUV of 2020” by Cars.com.

Pippit: Naming CapCut's content creation platform

ByteDance

CapCut is a free, all-in-one video editing app powered by AI and developed by ByteDance, boasting over 1 billion downloads. In late 2024, ByteDance introduced a subscription-based video marketing platform named CapCut Commerce Pro to assist e-commerce sellers, brands, and creators in producing shoppable content. However, the platform’s name was lengthy and too similar to CapCut Pro (the paid premium version of the app), lacking resonance with the intended audience. As a long-standing client, ByteDance approached Catchword for a new name. The name Pippit, inspired by the worldwide pipit bird, captures the playful essence of CapCut while being easy for an international audience to pronounce. Its creativity and vibrancy align well with the dynamic nature of modern e-tailers and creators, and the bird theme allows for a memorable mascot and an abundance of creative opportunities in marketing. Additionally, the name can easily function as a verb, which is significant for app use, as seen in the phrase "I’ll Pippit and post tomorrow." ByteDance unveiled the rebranded Pippit in spring 2025, featuring a fresh website and design that embrace the cheerful and uplifting spirit of the name, highlighted by a stylized bird logo and the tagline “Create with wings.” The new name and visual identity clearly differentiate the platform from CapCut, indicating that it is uniquely tailored for e-commerce clients.

71 more projects

Projects & Clients

Project Size & Rate

Minimum Project Size

$10,000+

Pricing Snapshot

Min Project Size

$10,000+

Avg Hourly Rate

N/A

Cost Rating

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What Clients Have Said

"Catchword delivers quality projects within budget and timeline expectations based on verified client feedback."

Based on verified reviews and internal benchmark data

PROJECT BUDGETS

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Brand Identity Design

Logo Design

Brand Guidelines Development

Pitch Deck & Presentation Design

Industry Recognitions

Muse Awards 2025 – Gold – Popcornmeter – Naming

Catchword

Set Up By Edverise AI

Overview

About the Team

Portfolio

Fitbit: Naming wearable fitness trackers

Atlas: Car naming for Volkswagen

Pippit: Naming CapCut's content creation platform

Projects & Clients

Project Size & Rate

Pricing Snapshot

What Clients Have Said

Industry Recognitions

Locations

Reviews For Catchword

Pricing Snapshot

What Clients Have Said

Industry Recognitions

Reviews For Catchword

Portfolio

Fitbit: Naming wearable fitness trackers

Atlas: Car naming for Volkswagen

Pippit: Naming CapCut's content creation platform