Bay1 offered a simplified way for businesses to issue payment cards, streamlined for merchants of all sizes. They approached Lexicon with a conundrum: how could the platform come across as legitimate and impactful without sounding like a legacy banking system? – “Bay1” wasn’t really reflecting this ethos.


Lexicon developed the name Highnote, a name grounded in legitimacy but with playful elements and lots of potential for a positive personality. Highnote is simultaneously unexpected in the world of fintech, but has great associations and even a loose connection to the category (think banknote to Highnote). A distinctive name with great story-telling potential.

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