Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

Create a brand name for a wealth management firm

As a fee-for-service wealth management provider, this client needed a name that exuded a sense of both warmth and trust. In this case we chose a "positive connotation" approach to naming, choosing words that are perennial favorites, but combined in new and interesting ways. You can see this naming strategy in brands such as OnStar and BrightHouse. These two-word combo names also open up two sets of brand lexicon or marketing language to draw upon. The word "park" conjures up pleasant and welcoming environments. The word "worth" brings up net worth, high worth, worthwhile, etc. Blending these concepts created a new name that sounded "money-ish" or "financial-ish." In other words, it puts the potential customer in the right mindset, one that compliments the brand... creating financial environments where customers thrive.