Throwing The Market A Curve
October 8, 2010


Some of the brand name development efforts that happen at Lexicon remain in the shadows. It may be a name for a select segment of software engineers. Or a major brand’s soft drink that gets test marketed in Topeka, Kansas, and never gets any closer to a rollout. But every so often we get a chance to be part of something big, bold, and uniquely different. In the case of Levi’s Curve ID® fit system, the brand behind several new lines of womens jeans from San Francisco-based Levi-Strauss, it’s not so much that we helped them create a name for jeans specifically built for a variety of female body shapes and sizes. Instead, it’s the excitement of being part of their audacious, in-your-face advertising campaign that’s bringing awareness to the new jeans.

Bus stop posters proclaiming, “Not All Asses Were Created Equal”. Giant billboards declaring, “For Prima Donnas and Girls Named Donna”. A newly debuted “Levi’s Girl” (Meghan Ellie Smith, @thelevisgirl) who is tweeting and posting on Facebook about her adventure as the first to be so dubbed, moving from New York City to San Francisco.

Some brand names get a slow start, seeming more to escape from their corporate headquarters than to blast their way onto the scene. In this case, with our head office being in Sausalito, California, just across the Golden Gate Bridge from “The City”, everyone who works here is seeing Curve ID no matter which route they take to work, whether they travel by public or personal transportation.

Levis donna Curve ID billboard
Levis donna Curve ID billboard

We’ve often wondered why most clients wait until the very end of a new product’s development before they even start thinking about a name. To our way of looking at the process, the sooner that name creation can be involved, the easiest it becomes to conceptualize the final brand and the strategy that needs to go into launching and supporting it. In that regard, the system in most industries seems to be a bit broken, which is why we applaud our friends at Levi Strauss for choosing to get Lexicon in the mix during the early stages of developing the brand that became Curve ID.

For a brand that’s meant to open people’s eyes to a new way of buying, trying and wearing womens jeans, Curve ID as an exciting new brand has been presented in some new and eye-opening ways itself.

—David Placek, Founder and President