CapCut

Problem.

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.

Solution.

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, with more than a billion downloads on Google Play alone.

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CapCut

Problem.

Solution.

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