Security and Safety Things was more than a traditional security company – they provided an innovative software platform for smarter, more connected camera-based analytics. They needed a faster, edgier name to bring them out of the realm of “traditional security company”.


Drawing on our years of research in sound symbolism, Lexicon created the name Azena: a name with fast sounds that support performance and smoothness. Azena stands out in a conservative industry and communicates a daring, innovative approach in smart security.

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