Case Studies

Intro copy

To give you a clearer sense of how I can help you, give these selected case studies a read. They outline each project's challenge and the resulting name solution. The outcome each time? A happy client. Read on…

Words from the Client

Wachovia Envision™

Using Envision, a Wachovia Securities Financial Advisor can help you identify your goals and prioritize what's most important to you. It is a process based on active, open conversation. You'll be able to better visualize your future and learn what you need to do to help you get where you want to be.

www.wachoviasec.com

The Challenge

Wachovia Securities needed a name for their long-term planning process encouraging investors to consider their life goals and aspirations. Through the use of sophisticated forecasting and reporting devices, this new process produces more accurate assessments of portfolio performance and provides an actionable basis for future financial decisions. Wachovia sought to build a tangible example of their "Uncommon Wisdom" brand platform, and create an opportunity to distinguish themselves from competitors. They wanted to focus on simple sophistication, planning for the future, and innovation.

The Solution

Envision

  • Dictionary word meaning "To foresee something that may occur or be possible in the future"
  • Embedded word "vision" helps convey forethought and astute planning

Words from the Client

"Envision™ is a subtle but powerful name and brand. It perfectly encapsulates the aspirational focus on the future that lies at the heart of our life-goal planning process." William Chettle Director, Brokerage Marketing, Wachovia Securities

Pathwise Partners

Pathwise Partners offers customized services proven to accelerate results, clarify purpose, and achieve goals.
www.pathwisepartners.com

The Challenge

This consultancy, previously known as Freeman Business Solutions, "works with businesses and non-profit organizations during times of rapid growth, opportunity and transition and enables the development of leaders and teams to achieve success." In creating a new name, they wanted to emphasize being trusted and experienced experts, using strategic positioning, and facilitating leadership development. They also sought to communicate their close partnerships with clients, and the customized solutions they offer as a result of the relationships they build. Additionally, they wanted a "clean dotcom" they could own quickly.

The Solution

Pathwise Partners
Derived from "I chose the path less traveled by…" which indicates taking a different approach
Evokes sense of knowledge, expertise, "helping you get there faster"
"Pathwise" indicates strategic ability to chart a course
"Partners" suggests alliance between consultant and client

Words from the Client

"From the very beginning of this important process, Elizabeth educated us on the 'why' and 'how' behind creating and selecting a meaningful name. People frequently comment on how cool 'Pathwise Partners' is — and we love to tell the story about her efficient methods and our personal involvement in the creation of our company name."

Nancy K. Eberhardt
CEO, Pathwise Partners

Frigidaire® Elements™

With the Frigidaire® Elements™ Metallic Nickel finish, fingerprints will be a distant memory.

www.lowes.com

The Challenge

Frigidaire, a division of Electrolux, needed a name for their collection of premium, high-performance kitchen appliances exclusively for Lowe's. Products in the line include refridgerators, freezers, ranges, microwaves, and washers and dryers. Although it's a premiere brand, they didn't want to focus just on the "premiere" concept. We looked at names that emphasized benefits like lifestyle efficiency, performance, speed, and easy use.

The Solution

Frigidaire Elements

  • Dictionary word meaning "a member of a set" or "any one of the four primary substances: earth, air, fire and water, formerly thought to be the materials from which all matter is constructed"
  • Suggests a complete collection of products
  • Sounds "elemental," simple, convenient and essential to the well-appointed kitchen

Words from the Client

"From feature descriptors to sub brands, Elizabeth Smartt delivers high quality naming options to help differentiate our products. She is fast, disciplined and delivers names that meet our naming requirements. Elizabeth identified a compelling sub-brand for a new line of appliances for Frigidaire at Lowe's: Frigidaire Elements."

Mary Kay KopfVP of Brand Marketing, Frigidaire

Frigidaire® Affinity™

 

The Challenge

Frigidaire® was launching a new platform front-load washer and dryer that would feature bold styling, multiple color choices, and superior performance. They sought to find a name that emphasized best-in-class performance as well as the "oh wow!" factor of their new washer and dryer duo. And thus, Affinity was born.

Words from the Client

"Elizabeth is an excellent resource for our organization. She consistently delivers names that align perfectly with our various brand and product strategies with minimal direction. Her projects are always on time, complete, and on budget."

Tom Maher Director, Trade Marketing Communications Electrolux Major Appliances, North America

WeeCare by JFS

JFS can make sure you and your new baby start off right with assistance in completing daily chores, attentive care to older children, and much needed respite for tired new moms.

www.jfsrichmond.org

The Challenge

JFS, a social services organization in Richmond, Virginia, was in the process of adding an infant care service to their array of programs. The service included three levels of attention, from hourly basic newborn care to long-term care with a trained pediatric nurse. The name needed to instill confidence and comfort in new parents, convey thoughtfulness, and provide an easily accessible description of the service offered.

The Solution

WeeCare by JFS

  • Hybrid created by "wee," meaning "very small," and "care" meaning attention
  • Phonetic double meaning: "we care" (suggests nurturing attentiveness) and "wee care" (meaning care for young, small ones)
  • Both descriptive and slightly whimsical

Words from the Client

"JFS studied a number of possibilities before it launched its infant care program, but WeeCare was the unanimous winner. It's fresh, catchy, and says a great deal in a couple of words. Brilliant."

Larry D. Jackson CEO, JFS Richmond

EverDrive Autoparts™

EverDrive Guaranteed Used Auto Parts sources, inspects, and delivers quality, dependable used auto parts for all years, makes, and models.

www.everdrive.com

The Challenge

This new business venture set out to revolutionize the used auto parts industry by linking the best automotive recyclers with the millions of customers who shop in auto parts stores like AutoZone, Pep Boys, and other mass-market retailers. In their name, they wanted to convey a guaranteed feel, give confidence to consumers, and convey a strong sense of quality in their used auto parts. Their brand platform? "Used parts may be a better buy than new."

The Solution

EverDrive

  • Hybrid created by "ever," indicating longevity, and "drive"
  • Evocative of "overdrive," the highest gear of an engine
  • Implies that driver benefits from extended life of auto parts

Words from the Client

"We needed a name for an entirely new concept - selling branded used auto parts through major retailers. Elizabeth took the time to really understand what we needed the name to say. She gave us a very well-targeted initial list, then helped us narrow it down to EverDrive. Her approach is very practical and professional. She uses business sense instead of getting wrapped up in trying to be creative for creativity's sake. In less than two years, our name is one of the most recognizable in the $6 billion used parts industry. Today, we can't imagine having any other name for our company."

Stan Maupin CFO, EverDrive™

DuPont™ Building Innovations™

There's a science to better building and it begins with DuPont™ Building Innovations™.

www.dupont.com

The Challenge

DuPont, an internationally recognized brand, wanted to create a new name for its residential and commercial construction business. This group "focus(es) on dynamic science to discover and develop innovative new products and integrated systems and services that help you stay ahead of the game." They sought to build an organizational identity, establish the business as a premium, leading brand, maintain global relevance, and reinforce their experience, integrity and expertise in the marketplace.

The Solution

DuPont™ Building Innovations™

  • Double meaning - "building" as both noun & verb
  • Descriptive and aspirational
  • Fits nicely with "we're at the forefront of building science"

Words from the Client

"We discovered Elizabeth several years ago, and she's become one of DuPont's preferred vendors. She has worked on dozens of projects for us, most notably naming DuPont™ Building Innovations™, a strategic business unit of DuPont focused on offerings for architects, designers and builders. We continue to appreciate Elizabeth's no-nonsense, strategically sound approach and refreshing creativity."

Susanne BatchelorGlobal Market Strategist, DuPont™ Building Innovations™