Problem.

Mastercard had developed a payment system that used the owner’s credit card, key fob, or mobile phone SIM card as an embedded secure RFID element. They needed a name to support the idea of simple, seamless payment.

Solution.

PayPass communicates exactly what the product does, and the name uses linguistic properties of repetition and alliteration to increase memorability and a sense of newness. Compound word names are great at this, and Lexicon has a winning track record with such constructions in other categories: PowerBook for Apple, OnStar for General Motors, and DeskJet for HP, among others.

Other Financial Case Studies

Notable
Highlight
Highnote
RTX
Optima
Tangerine

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do