Economical, a 135-year-old Canadian property and casualty insurer, had fundamentally rethought the process of getting insurance. They needed a name for their new digital-direct offering that signaled a new, distinctive approach in a space dominated by legacy players with pedigreed names.


A simple and elegant metaphor, Sonnet is a powerful, classic literary term that has stood the test of time. The name gave Canada’s newest insurer a sense of freshness and personality combined with the company’s permanence.

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