eBay Enterprise needed a new brand name to support their leadership position in the back-end e-commerce solutions space – a name reflective of their total solution technologies and capabilities.


Break through the clutter of conservative, one-dimensional names that dominate the space (think: CommerceHub). Drawing on associations from mathematics, science, and nature, Radial supports precision, intelligence, and efficacy. Its simple structure and expansive connotations support the company’s ambitious goals. As Stefan Weitz, Chief Product and Strategy Officer, said, “Radial is all about building the tools retailers need to compete and win in the increasingly complex and competitive e-commerce space.”

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