Two leading HR companies, ThinkHR and Mammoth, joined forces – and then came to Lexicon for help with their new corporate name. They required a solution that would combine their complementary strengths into one future-facing platform signaling credibility, strategy, reliability, innovation, and optimism.


Unexpected and crucial. At Lexicon we create names that provide the potential to represent a new reference point in the category. Mineral is a real-word association combining resources for a more solid, singular entity and helps get at the critical nature of HR – now and in the future.

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