ByteDance (owners of TikTok) required a name for their free, all-in-one video editing app. Lexicon’s challenge: navigate the extremely crowded app marketplace to create something ownable, relevant, and approachable.


CapCut helps to tell the app’s story: easily capture and cut clips to make incredible shareable videos. The compound name is crisp and punchy, using only short, hard consonants (just like TikTok). CapCut has become one of the most popular apps on the Google Play Store and Apple App Store. As of May 2021, CapCut has been downloaded more than 250 million times around the world.

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