The financial industry is not normally seen as being at the forefront of corporate branding innovation. When Bank of Internet USA, one of the first internet-only banks in America, decided to rename they needed to convey the company’s technological underpinnings while maintaining an established sense of trust, service and reliability.


Develop a name that signals something more than “just a bank.” Axos is the future of banking made simple, indicating a strong ability to create new financial products that provide ease and access. With four letters, the Bank of Internet evolves into a fast and modern financial operating system.

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