GM needed to signal safety and security to drivers in a way that was both new and memorable.


Create visual meaning in a word. Stars are ancient, iconic images in cultures around the world, particularly important in transportation and navigation. Our research revealed that the combination of letter shapes and sounds in OnStar evoked a sense of safety among automotive consumers.

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