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Fuse Capital Fuse Capital is our new name for this respected venture firm, formerly ComVentures and Velocity, "comprised of some of the most experienced and visionary investors, executives and entrepreneurs in digital media and communications...with a presence in Palo Alto, Los Angeles, India and China." The new name captures the firm's goal of fostering energy, excitement, and close relationships, "partnering with people who aspire to transform the way we communicate, inform and entertain." |
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Causes We are delighted to have worked closely with this enterprise start up, formerly eSSembly and Philotelic. Besides name creation, our brief included providing domain name negotiation, resulting in our successful acquisition of the causes.com URL. |
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Quantivo We are delighted to have created Quantivo, replacing the former Quaris. Quantivo clearly references the key benefit of this “customer behavior analytics” service, that is, the large scale quantitative analysis it delivers. Further, the new name eliminates the pronunciation problems of the former name, while retaining the equity of the Qua- prefix. |
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Fortex Fortex, formerly known as Courant Systems, delivers trading advantages that keep their clients foremost in their markets. Short, evocative, and memorable, the "Fort-" portion of our new name suggests the strength and reliability of the company's professional trading software, while the "-ex" portion references the many financial exchanges where this highly advanced system enables traders to operate. |
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Opteum Formerly Homestar, our new name for this privately held mortgage banking company expands the company’s scope of operations to encompass more than just home mortgage banking. Opteum also positions the company as a national leader, being deliberately weighty and important in tone, with a suggestion of “optimal.” |
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Quorum Formerly Kraft Foods Federal Credit Union, our name reflects the company's increasingly diverse membership, as they began to serve customers beyond Kraft and Altria (Philip Morris, Nabisco, Oscar Meyer) employees. As described by Marketing Director Kim Smith, "The word Quorum means 'a select group' - a name that signifies who we are, who our members are, and the exclusivity of benefits that comes with membership..." |
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Contango For Contango Capital Advisors, the new wealth management affiliate of Zions Bancorporation, we provided positioning, messaging, and naming consulting, including the management and analysis of extensive qualitative and quantitative customer research. Contango offers a unique approach to managing assets, focusing on individuals' real-life goals and using sophisticated analytical techniques and risk-management tools to design clients' investment portfolios. |
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Nexxar Nexxar Group Inc., a money transfer company with services including bill pay, check cashing, and money order services, targets the unbanked and ethnic populations through the consolidation of niche ethnic corridor players. Our name is deliberately easy to pronounce in dozens of languages, suggests “next” in many, and is short enough to be used as an endorser or ingredient brand. |
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Goal Financial Goal Financial, our new name for the former Student Loan Consolidation Center, more accurately suggests the growing range of financial services the company offers. The aspirational aspects of borrowing money for education-related expenses is appropriately emphasized, appealing to both students and their parents. |
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Prialta Prialta specializes in a complete array of impartial financial services. The founders wanted a benefits-oriented name that didn't emphasize "money." Prialta, based on the Latin words primus, "first," and alta, "high, deep," suggests comprehensive services, a broad perspective, and looking forward to the future. |
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Clarium Formerly Thiel Capital, our name Clarium, suggests clarity and insight, appropriate associations for this hedge fund led by the founder of PayPal. |
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RouteOne Master-McNeil created RouteOne for this joint venture of the financial arms of DaimlerChrysler Services, Ford Motor Credit Company, Toyota Financial Services, and General Motors Acceptance Corporation. "RouteOne is all about streamlining the finance approval process to make financing easier, faster, and more accessible for our dealer customers and the financial institutions involved," said John Gibson, EVP of GMAC North American Operations. Our new name, RouteOne, suggests, "a common data expressway for the instant exchange of credit application information." The key benefit this service will provide. Logo by frog design. |
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PayPal Our name for this popular payment service, adopted as the company name as well, humanizes and demystifies sending money over the Internet. PayPal conveys the speed and ease of use of the service, benefits that make PayPal the most popular way to pay for online auction purchases. The name’s short syllables, plosives, and alliteration make PayPal particularly easy to say and remember. |
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Business Gateway Specifically designed for small business, Business Gateway is Wells Fargo's online banking service, allowing customers to manage their money on the PC. With Business Gateway, small business owners can access account balances, transfer funds, stop payments, prevent overdrafts, see if checks and deposits have cleared, and make federal payroll deposits electronically. |
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Schwab Signature Services Schwab Signature Services is Master-McNeil's name for Charles Schwab's premium service, offered to Schwab's most valued customers. The personal nature of the Signature Services name suggests the customized attention these top investors receive, and builds on the high customer awareness of and respect for Charles Schwab himself, as confirmed through research. Higher tiers of the program are Signature Gold and Signature Platinum. |
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ClearPath ClearPath is our company name for the former Farallon Advisors, a financial services firm for high net worth investors whose wealth was created through equity ownership in public technology companies. Our name highlights the insightful guidance ClearPath offers, and their emphasis on creating a unique financial roadmap for their clients to help them achieve their financial goals. Logo by Bruning Design. |
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Provantis Provantis Insurance Company is our name for this new wholly owned division of Delta Dental Plan of California and Delta Dental of Pennsylvania. Provantis Insurance Company is licensed in 42 states and the District of Columbia to underwrite insurance plans for client groups and individuals. Our name suggests a broad, wide-ranging outlook, as well as professional. |
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Dentegra Dentegra is our holding company name for America's largest dental insurance company, serving 16.2 million members through Delta Dental Plan of California and Delta Dental of Pennsylvania, including dental insurance businesses in 16 additional states. Our new name combines "dental" and "integrity," to communicate the organization's core business, while referencing corporate values of substance and quality. Dentegra also subtly suggests the operating and economic efficiencies the more tightly "integrated" holding company provides. |
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Highway One Master-McNeil created the name Highway One Communications for the merger of San Francisco's Pacific Marketing Group and the Los Angeles office of the international ad agency DMB&B. This forward-looking name suggests the West Coast orientation of the new agency by referencing California's coastal highway. In addition, "highway" suggests fast-moving, efficient, and goal-oriented, and "one" suggests comprehensiveness and leadership, as well as the unity formed by this merger. Logo by Highway One Communications. |
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Navigant Master-McNeil created Navigant as our name for the Metzler Group, an international publicly traded management consulting firm. Our name conveys the group's common mission of guiding clients through rapidly changing business and economic environments. It was applied both to the original Metzler & Associates, as well as to numerous acquired consulting firms which previously operated under their own names, allowing the organization to market itself as a unified source of world-class management consulting services. |
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ExpensAble Originally a line extension of the Quicken brand, ExpensAble is designed specifically for tracking and reporting business expenses. Our name clearly communicates the key product benefit: the ability to handle expense reporting more effectively. Now owned by OneMind Connect, the product line has been extended to ExpensAble Small Business, ExpensAble Workgroups, and ExpensAble Enterprise; and is licensed to American Express for their American Express Business cardholders |
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Workforce Workforce is an industry-leading magazine for human resource professionals. Formerly known as Personnel Journal, our shorter, punchier name repositions the magazine to a wider, more senior management audience, and differentiates it from its many personnel-oriented competitors. |
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VisionPoint We developed VisionPoint for SBT Accounting Systems for their Windows-based accounting software. The name suggests the instant access to visual information that this product provides. Logo by Profile Design. |