Lyft set out to create a payment solution that would unlock enhanced financial benefits for their drivers. This new online bank account and debit card would help make the gig economy more profitable for drivers.


Lexicon focused on creating a brand name centered around ease of use: Lyft Direct. The meaning of direct as both a noun and a verb supports efficiency, instant access, and putting drivers in control of their finances.

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