Mercedes-Benz needed a name for the brand new 2016 release of their commercial van.


Sound like success. Most commercial vans use basic alphanumeric nomenclature systems to describe capacity or power. We saw an opportunity to bring aspiration to this utilitarian category with a name that reinforced the premium positioning of the parent brand.

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