How to broaden consumers’ view that a great car company can also make a great truck. Our challenge was to give Honda’s first truck a name that would help persuade the 18% of Honda owners to make their garages a Honda-only parking area.


We created Ridgeline, a distinctive name that could only be used on a truck, delivering “truck credibility” and offering connotations of both ruggedness and innovative design.

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